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COMM 120/296/420/465 BAMA 550 Introduction to Marketing

About Primary Research

Primary research is often conducted by individuals or research firms, producing very targeted results according to your research needs. This includes focus groups, surveys, interviews and observations.

While it is not required to rely on existing data, it may be a good idea to read about articles and research on current consumer behavior research, marketing research methods and scales.

Psychology Resources for Consumer Insights

Psychology databases are a great way to be informed about topics such as choice behavior, decision making and consumer preference.

Books on Consumer Behavior Research & Marketing Scales

Business Article Databases