This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it ex

Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marke

For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. Tha

An ideal resource for those who want to conduct market research but have little experience in doing so, this book describes how each technique works along with

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the