Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research
topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve
business problems and exploit business opportunities. The authors' years of experience in real-world marketing
research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many
other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature
review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives
students a strong command of market research principles, while being short enough to use alongside cases or projects.