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Marketing research is the function that provides the marketer with the necessary information about the consumer, competitor, and other stakeholders. In the process, an organisation can discover new market prospects, assess and track marketing initiatives, and generally improve its marketing strategy to better suit the needs of the customer. Technological innovations such as the internet, online marketing, social media, and the rising popularity of mobile devices and apps have given consumers the power to generate their own information. These occurrences have impacted the market in numerous ways. The complexities of the market have multiplied, and market decisions are becoming more and more challenging as a result of the market's growing complexity. In marketing research, both qualitative and quantitative methods are used. This course covers a number of commonly used quantitative techniques, such as conjoint analysis, multidimensional scaling, factor and cluster analysis, discriminant analysis, regression analysis, etc.
