Marketing Research

Contemporary, fully updated and founded on insight bridging both academia and the world of the market research industry. * Fiona Spotswood, University of Bristol Business School, UK * The 5th edition has retained the strengths in the 4th edition, with updates on the use of AI in marketing research. This update is timely and necessary. * Liyuan Wei, University of Southampton Business School, UK * Great resource for anyone looking to understand the fundamentals of marketing research in an approachable, incremental manner. * Mayank Anand, Binghamton University, USA * The book’s flexible structure makes it easy to adapt for different marketing research courses. Grounded in data science and enriched with AI insights, it equips students with skills to master the research process and thrive in the digital era of marketing. * Abu Bakar Sade, Putra Business School, Malaysia *