For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. Tha

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction,

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off