Why marketing research? -- Common misunderstandings -- The research agenda -- Using the functional approach -- Working first with what you have -- Collecting information -- Basic surveys -- Leveraging social media -- Working with results -- Statistics primer -- Making it count

Crop farmers have few short-run options for reducing downside production risk from changes in drought frequency and intensity due to ongoing climate change. However, one recently available option is drought-tolerant (DT) varieties. We determine how recent drought exposure, drought risk, and...