Why do we conduct marketing research? How does it add value? Find an example in popular media (e.g., New York Times, Wall Street Journal, etc) about a company conduc marketing research. Why did the company conduct research (e.g., segmentation, discovering new market opportunities, testing new products, etc)? What were their research questions? What did they learn? What decisions did the management take as a consequence of the research? (If some of these questions are not clearly answered in the article, you can skip them)