Marketing Research

Marketing Research: Using Analytics to Develop Market Insights, 12th Edition, is a textbook designed to guide students in applying market research to critical business choices. Presenting a practitioner's perspective, the volume connects research theory with professional practice to support a broad understanding of the discipline.

The text examines essential stages of investigation, exploring marketing intelligence, problem definition, and exploratory research. Chapters also address questionnaire design, statistical testing, and the coordination of research projects and investigative teams.

Reflecting quantitative methods used across the industry, this edition features a dedicated chapter focused on data analytics and marketing. An applications-based framework incorporates real data to help prepare students to design, conduct, and analyze market studies.