市场研究是一项重要的研究活动，它为实体（如政府、企业和非营利组织）提供客观、准确和及时的信息，帮助减少与决策相关的不确定性和风险。本单元向学生介绍了启动市场研究项目时所需要的准备和规划工作。进行市场研究需要一个思考过程，以制定研究问题，并提出坚持最佳实践的研究策略，以回答所提出的研究问题。本单元特别强调市场研究过程的初始阶段，包括问题识别、问题背景和概念化、制定研究方案、通过二手数据进行探索性研究、进行试点调查以及进行一些基本分析。
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