Marketing Research for Marketers, 2nd edition

Prepare for success in marketing research fundamentals

A leading text in Canadian introductory market research courses, Marketing Research for Marketers guides learners through a complete rundown of the basics of marketing research. Using simple language to reinforce concepts, the book encourages students to learn actively as they apply practical skills to the world of business. Discussions of emerging topics and ethical considerations empower learners to find success in working with marketing research professionals throughout their future careers.

The new Second Edition of Marketing Research for Marketers demonstrates the practical applications of core concepts through brand-new sample documents, visual features, and carefully selected examples. Designed for a 12-to-14 week course, the book combines a straightforward, narrative-style text with a robust interactive suite of pedagogical aids. Writing prompts, discussion questions and quizzes reinforce a basic to intermediate understanding of marketing research concepts, including types of research, sampling techniques, analysis techniques, and report structures.