For global marketing courses.

A conceptual introduction to marketing research

Marketing Research presents basic statistical techniques for analyzing market data, while equipping students with relevant job skills. Emphasizing practical applications, the authors explore global forces shaping marketing research today, including technological and philosophical influences such as AI and big data.

The 10th Edition was condensed to focus on the most essential tools and concepts. It adds XL Data Analyst, Excel-based analysis available at no added cost to students. For the first time ever, a MyLab for this title is available, offering a breadth of engaging learning experiences and assessment options.