Marketing research, as defined by the American Marketing Association (AMA), is the function that links the consumer, customer, and public to the marketer through information that is used to:
1. Identify and define marketing opportunities and problems
2. Generate, refine, and evaluate marketing actions
3. Monitor marketing performance
4. Improve understanding of marketing as a process
This guide is intended to help you begin your research paper and/or project in the field of marketing and direct you to a variety of resources from the Thompson Library related to marketing:
Instructors wishing to investigate having a library Course Guide created for any course taught through UM-Flint, please contact your liaison librarian to discuss creating a new Guide fo your course.