"Knowledge is power"--Nam et ipsa scientia potestas est. Coined centuries ago by Francis Bacon, that one cliche' lives on in our modern world.

Welcome to Marketing 3348, Marketing Research Online. The next few weeks we will be examining at length the role and processes of marketing research and it's place in our society. Businesses need the right information about the right consumers at the right time to make the "right" decisions.

In the 21st century, marketers and information-savvy consumers alike have a plethora of information handling tools available to them. The advent and proliferation of technology has lead to new, defining characteristics for modern day marketing research. No marketing research class of the 21st century is complete without considering these characteristics and how technology enhances the research interface.

Throughout this course we will examine why we care to conduct research, what it means for business, what it means for consumers, and more importantly how you as a knowledge gaining student of marketing fit in the mix.