Marketing Research Av V. (university Of Houston) Kumar, Robert P. (texas Christian University) Leone, David A. (university Of California Berkeley) Aak

<i>Marketing Research, 13th Edition</i> presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within¿and value to¿an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. <br/><br/>An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they¿ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-m

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