CB-BUS502-261013: Marketing Research Defined and Research Typologies

Watch this video that includes a general overview of marketing research. Additional information about research types is included later in this unit. Think about the four primary pursuits of marketing research:

Identifying pathways
Finding the RIGHT pathway
Considering if we really took the right path
Determining how to take the right path in the future

How would you summarize the common themes among these primary pursuits?

Source: Andrew Baker,

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