Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our prog

This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors ex

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

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date marke