Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Introduction to Marketing Research
Learning Objectives
  • Recognize that research is an integral component of marketing strategy
  • Define marketing research
  • Describe the development of marketing research as a profession
  • Explain how marketing research is incorporated into the marketing plan
  • Discuss the importance of conducting ethical research
What Motivates Young People to Buy? Automakers Need to Know!

Surprisingly 6 per cent of all US car sales are made to people 16 to 24 years ...

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