Marketing Research

Marketing Research, 13th Edition, is a textbook that examines the role of market research in strategic decision-making. The text employs a macro-micro-macro approach, starting with a broad view of market research within an organization before detailing the granular research process and concluding with high-level research applications.

The volume covers core data gathering methods, standardized marketing data sources, and internet research practices. It also addresses the distinction between international and domestic market research methodologies.

To support learning, chapter objectives are detailed on the first page of each chapter, and end-of-chapter cases allow students to apply concepts to real-world scenarios across a range of products and organizations.