The New Trends, Principles, and Practices of Market Research Strategy Planning (Spring 2013)

The market research industry is experiencing a dramatic evolution driven by new communications technologies, new social media habits, globalization, and profound economic pressure to stay competitive. Marketers are seeking ways to use market research to stay closer to their target audiences through social media observation, ethnography, and natural and structured communities. Learn how these strategies help set clear goals for your company's market research efforts, to select research providers and methods to obtain your goals, and to communicate research in ways that inspire action and results. Case studies, texts, articles, and online demonstrations introduce both traditional and leading-edge market research methods.