Introduction
Strategic marketing is all about understanding customers and competitors and that comes partially from marketing research. The successful use of marketing research leads to superior financial results and market positions (e.g., Clancy & Krieg, 2000; Vriens, 2012). Schlee & Harich (2010) found that marketing research was the second most important area that students should have conceptual knowledge in, second only to consumer behavior, but more essential than promotion and advertising, sales, and pricing. This held true for entry-level jobs, mid-level jobs, and upper management-level jobs. Hence, an introduction in business research methods is often a mandatory module in a...