Fundamentals of Market Research

Description from DukeHub

This course is about gathering, analyzing, and interpreting data about markets and customers. In this course, students will learn: (i) to define decision problems and determine what information is needed (e.g., engage in backward marketing research by envisioning decisions that will be taken based on the research); (ii) to acquire trustworthy and relevant data and judge its quality (e.g., to utilize secondary research such as internal customer databases or knowledge management systems); and (iii) to analyze data relevant to classic marketing decisions (e.g., understanding state-of-the-art data analysis techniques). The context for learning these analysis skills will be common marketing decision problems, including target market selection, new product or service introduction, customer retention, and pricing. This course is for MMS: Foundations of Business students.

Skills

• data and statisticsAI review: "gathering, analyzing, and interpreting data about markets and customers"
• research methodsAI review: "to acquire trustworthy and relevant data and judge its quality"

AI-resilient: 1 of 5 1/5

• No: Physical, lab or field work
• No: Live work with people
• ✓Yes: Judgment someone is accountable for · "decision"
• No: A craft you practice with your hands or body
• No: Small, in-person format

The checks lean on Microsoft Research, Working with AI (2025), which found generative AI applies least to physical work and hands-on work with people. A signal, not a promise. How the score works

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