Access to accurate information for making marketing decisions is essential. In this lesson, students are introduced to the basic concepts of marketing research. While marketing research can be an entire course by itself, the basic quality of curiosity and desire for accurate information drives the different methodologies. The Knowledge@Wharton articles present two interesting themes within this first lesson — the kinds of data marketing researchers have access to and use, and the problem of information overload. This lesson will be conducted in two parts.