Basic Marketing Research

Basic Marketing Research, 9th Edition, introduces foundational methods for acquiring and applying marketing data. Written by Tom Brown, Suter, and Churchill and published by Cengage Learning, the textbook balances an accessible presentation with thorough topical coverage.

The volume centers on two primary approaches to gathering marketing information: conducting marketing analytics on existing internal firm data and collecting customer insights for a specific purpose. These methods illustrate how modern organizations assemble and interpret market intelligence.

The textbook also examines how researchers and decision-makers collaborate throughout an investigation. Readers explore the research process from the perspectives of both the analysts collecting information and the marketing managers applying the results.