The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketi

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing

This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals.

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