For courses in global marketing. A conceptual approach and introduction to the field of marketing research Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers.

Marketing Research, Global Edition equips students with the practical skills and analytical mindset needed to understand and apply modern marketing research. Designed for undergraduate marketing research courses, this edition combines clear, intuitive explanations with real-world applications, helping students develop confidence in every stage of the research process—from research design and data collection to analysis, interpretation, and reporting.

Reflecting the latest developments in the industry, it explores contemporary topics including artificial intelligence (AI), data visualisation, dashboards, storytelling, social media insights, mobile research, big data, and innovative qualitative techniques. Students also gain hands-on experience with industry-relevant analytical tools through integrated IBM SPSS examples and Excel-based XL Data Analyst exercises. Real-world case studies, practical examples, and a comprehensive integrated dataset provide valuable opportunities to apply concepts and build career-ready marketing research skills.

Marketing Research, Global Edition equips students with the practical skills and analytical mindset needed to understand and apply modern marketing research. Designed for undergraduate marketing research courses, this edition combines clear, intuitive explanations with real-world applications, helping students develop confidence in every stage of the research process—from research design and data collection to analysis, interpretation, and reporting.

Reflecting the latest developments in the industry, it explores contemporary topics including artificial intelligence (AI), data visualisation, dashboards, storytelling, social media insights, mobile research, big data, and innovative qualitative techniques. Students also gain hands-on experience with industry-relevant analytical tools through integrated IBM SPSS examples and Excel-based XL Data Analyst exercises. Real-world case studies, practical examples, and a comprehensive integrated dataset provide valuable opportunities to apply concepts and build career-ready marketing research skills.

For courses in global marketing. A conceptual approach and introduction to the field of marketing research Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers.

Marketing Research, Global Edition equips students with the practical skills and analytical mindset needed to understand and apply modern marketing research. Designed for undergraduate marketing research courses, this edition combines clear, intuitive explanations with real-world applications, helping students develop confidence in every stage of the research process—from research design and data collection to analysis, interpretation, and reporting.

Reflecting the latest developments in the industry, it explores contemporary topics including artificial intelligence (AI), data visualisation, dashboards, storytelling, social media insights, mobile research, big data, and innovative qualitative techniques. Students also gain hands-on experience with industry-relevant analytical tools through integrated IBM SPSS examples and Excel-based XL Data Analyst exercises. Real-world case studies, practical examples, and a comprehensive integrated dataset provide valuable opportunities to apply concepts and build career-ready marketing research skills.

Marketing Research, Global Edition equips students with the practical skills and analytical mindset needed to understand and apply modern marketing research. Designed for undergraduate marketing research courses, this edition combines clear, intuitive explanations with real-world applications, helping students develop confidence in every stage of the research process—from research design and data collection to analysis, interpretation, and reporting.

Reflecting the latest developments in the industry, it explores contemporary topics including artificial intelligence (AI), data visualisation, dashboards, storytelling, social media insights, mobile research, big data, and innovative qualitative techniques. Students also gain hands-on experience with industry-relevant analytical tools through integrated IBM SPSS examples and Excel-based XL Data Analyst exercises. Real-world case studies, practical examples, and a comprehensive integrated dataset provide valuable opportunities to apply concepts and build career-ready marketing research skills.