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

This title helps business and commercial professionals, who are bombarded with information from which they must draw conclusions, to make valid business judgeme