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Marketing research yields relevant, accurate, and timely information about consumers, and plays a critical role in managerial decision making. By putting marketing research results to creative use, firms can achieve and sustain a competitive advantage over their competitors. However, textbooks on this subject are often overwhelming to the layperson, focusing on abstract concepts and using difficult terminology in their explanations. By contrast, this e-book primer, Essentials of Marketing Research, introduces students and managers to important technical and analytical concepts in a very accessible manner. It can be downloaded for free here.

The text is divided into eight chapters, each of which focuses on a specific issue relating to marketing research projects. The first chapter introduces the marketing research process and discusses the scientific research approach in detail, particularly how to define the research problem. Chapter two and three explain exploratory and conclusive research designs. These introductory chapters form the basis of the rest of the text which explores such topics as focus groups, cross-sectional, longitudinal, and causal research designs, survey methodology (such as personal interviews, telephone surveys, online surveys, and observational studies), sampling techniques, measurement and scaling (such as the Likert scale), questionnaire design, data analysis, and writing a market research report.

Charts and tables are used throughout the text, and abstract concepts are always explained with direct and easily-applied examples.

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