Marketing research uses econometric models and machine learning to answer relevant business questions. Data science is applied in all areas of marketing, including (but not limited to) digital advertising, micro-segmentation and micro-targeting, and real-time marketing campaigns. It helps to understand consumer behavior, firm strategies, and the broader societal implications of marketing activities. Marketing datasets are typically very large and rich, lending themselves to the emergence and application of new analytical approaches. 

Research questions studied by marketing scientists include:
• How do consumers form their preferences during product search?
• How do consumers learn about the quality of new products?
• How do consumers search for their preferred product from a set of relevant options?
• How can firms best crowdsource new product ideas from customers or employees?
• How can firms optimize their international launch of new products?
• How can firms optimize their marketing and advertising spending?