This document provides an overview and agenda for a marketing class on understanding buyer behavior and market research. It discusses the consumer buying decision process for different types of purchases like habitual, recreational, and complex shopping. It also covers cultural, social, and personal factors that influence consumer behavior. Additionally, it outlines the business buying process and different buying situations. Finally, it defines key aspects of conducting market research like defining the problem, developing a research plan, data collection methods, analysis, and presenting findings. The document uses examples to illustrate concepts like cultural differences, reference groups, and calculating markups and margins.