Essentials of Marketing Research: 2026 Release ISE

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.