Conducting marketing research should include

defining marketing research as the marketing function linking the consumer, customer, or public to the market through information by

differentiating between types of data (e.g., secondary vs. primary, quantitative vs. qualitative) and how each is used in marketing research
explaining how marketing research enables the organization to make sound decisions leading to business success
using social media communities to interact with customers, share information, or recommend products.

Process/Skill Questions:

How is secondary data identified?
How do marketers identify quality sources of secondary data?
What is the difference between primary and secondary marketing research? What is an advantage of using each?
What are the major forms of primary marketing research? How is each accomplished?
How is marketing research similar to scientific research? How is it different?
How do companies use marketing research to remain competitive in a global environment?
Why should marketing research be an ongoing process?
What are some limitations of marketing research?

Teacher Resource: DECA Business Operations Research Competitive Events