The Essentials of Marketing Research, 3rd Eidition

Fundamentals of Marketing Analysis briefly presents an updated overview of a wide range of advertising research topics. It adopts a practical approach, equipping students with the tools and expertise necessary to solve business issues and capitalize on business opportunities. The authors’ extensive experience in real-world marketing research is evident throughout, from their comprehensive treatment of qualitative research (often overlooked in many other books) to their knowledgeable coverage of sample size principles, conducting a background literature review, and the significance of new market research tools and techniques. Fundamentals of Marketing Analysis provides students with a solid grasp of market research principles, while being concise enough to use alongside cases or projects.