Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction,

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

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decisio

The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfa