Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how a company's products or services are received by customers. Anticipating and tracking customer behavior is vital to the success of any marketing initiative.
This course introduces the reasoning and methodology behind effective market research. Learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Explore the stages of the buying process and examine factors that influence consumer buying patterns. You'll also identify potential conflicts between a consumer's perception of a product or service and the way a marketer may position it.
Learn what to sell, to whom and how to promote those products and services with market research. For many in the hospitality profession, business begins and ends with thorough, effective market research.