Marketing Research for Marketers

This ISBN is for the Pearson eText and may not include any media, website access codes, or print supplement.

Marketing Research for Marketers was written to answer the following guiding question: When it comes to marketing research, what can realistically be taught and practised during just 12–14 weeks of class instruction? Today's post-secondary students spend much more time consuming media and much less time carefully studying textbooks than in the past. In confronting this new reality, it is unrealistic to presume that they will study a 400- to 500-page textbook on marketing research, along with studying textbooks for five or more (sometimes up to eight) other courses in a single semester.

Marketing Research for Marketers provides marketing students with the basics of marketing research and teaches them how to work with marketing research professionals in their future marketing careers. Instead of teaching advanced research topics, this textbook uses simple language to reinforce a basic-to-intermediate understanding of marketing research processes, types of research, question-writing, sampling techniques, analysis techniques, report structures, and ethical considerations.