Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the

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

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

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