The Essentials of Marketing Research

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.

The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:

Secondary research and data mining

Internet marketing research

Qualitative and exploratory research

Statistical analysis

Marketing research ethics


With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

Part I: The Marketing Process and Decision Making 1. Introduction to Marketing Research 2. Ethics in Marketing Research Part II: Secondary Data and Research Designs 3. Secondary Data 4. Research Designs: Exploratory and Qualitative Research 5. Research Designs: Descriptive and Causal Research Part III: Measurement, Data Collection and Sampling 6. Measurement 7. Primary Data Collection 8. Designing the Data-Gathering Instrument 9. Sampling Methods and Sample Size 10. Fielding the Data-Gathering Instrument Part IV: Data Analysis and Reporting 11. Analyzing and Interpreting Data for Decisions 12. Advanced Data Analysis 13. The Research Report Part V: Cases