Essentials of Marketing Research: 2026 Release ISE

Part 1 The Role and Value of Marketing Research Information

1. Marketing Research for Managerial Decision Making

2. The Marketing Research Process and Proposals

Part 2: Designing the Marketing Research Project

3. Secondary Data, Literature Reviews, and Hypotheses

4. Exploratory and Observational Research Designs and Data Collection Approaches

5. Descriptive, Predictive and Causal Research Designs

Part 3: Gathering and Collecting Accurate Data

6. Sampling: Theory and Methods

7. Measurement and Scaling

8. Designing the Questionnaire

Part 4: Data Preparation, Analysis, and Reporting the Results

9. Qualitative Data Analysis

10. Preparing Data for Quantitative Analysis

11. Basic Data Analysis for Quantitative Research

12. Examining Relationships in Quantitative Research

13. Communicating Marketing Research Findings

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets are included. Supports diverse teaching formats via McGraw Hill’s Connect, offering personalized readings, varied test bank questions, and Application-Based Activities to enhance critical thinking and real-world problem-solving.