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Dear [First Name]

Welcome to Session 2: Researching customer needs and preferences

Please consult the course schedule on the syllabus page for recommended dates for this session.

If you have just joined us, you will find copies of the instructions for previous sessions on the course site.

This session: Researching customer needs and preferences

In this learning pathway, we learn about marketing research and how it helps companies to understand their customers.

At the end of this learning pathway, you will be able to:
  • Define marketing research and explain its role in marketing.
  • Explain the differences between qualitative and quantitative research.
  • Describe the processes and techniques of marketing research.
  • Describe the use of information systems to gather marketing research and market intelligence.

Begin here

Need help?

For general support on using OERu technologies, please consult the support site and guidelines for getting help.

If you need course specific help, post your questions on the PMKT102 general forum. Remember to include the url of the page where you are having problems.

Let’s leverage the power of peer-learning by helping each other. If you know the answer to a question in the forum, please share your knowledge by posting a response to assist others.

Bear in mind that as an international course, academic volunteers helping out on the course may be in a different time zone and could be sleeping when you post a question.

A famous marketing expert said …

“Marketing without data is like driving with your eyes closed.” – Dan Zarella

Keep going - you have what it takes.

With kind regards
The PMKT102 team.

Global Sharing, Affordable Learning

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