Exploring Marketing Research

Exploring Marketing Research, 11th Edition, is a textbook that explains how to plan, conduct, analyze, and report market studies to support business decisions. The text frames the research process within a commercial context to help students evaluate findings effectively.

Coverage spans established techniques, such as constructing questionnaires, alongside practical approaches to data analytics and tools for gathering information. The material also examines how artifactual online data and social media influence modern research practices.

Designed to prepare students from a managerial perspective rather than as hands-on practitioners, the volume presents research methodologies alongside discussions of ethical standards and international considerations.