Timely and quality information is crucial for the success of firms in today's highly competitive and evolving environment. Marketing research is an organized way of developing and providing information for managerial decision-making. An important objective of the course is to develop a solid understanding of contemporary marketing research methods that are widely used in practice. By the end of this course, students will be able to better understand the marketing research produced by others, as well as to develop essential skills to conduct their own marketing research.