Marketing Research Essentials, Canadian Edition

Marketing Research Essentials, Canadian Edition, 2nd Edition, is a textbook that introduces the foundational concepts and practical techniques of marketing research. Written for required marketing research courses for marketing majors in colleges and universities, the volume emphasizes applied methodologies used across commercial business environments.

Coverage examines the planning and execution of research studies, encompassing digital data collection, quantitative data analysis, and international market inquiries. The text explores how organizations gather consumer insights, address sampling challenges, and evaluate international opportunities while upholding professional standards.

Real-world Canadian case studies illustrate these principles throughout the text, providing students with practical context from domestic organizations and actual industry campaigns.