The Marketing Research Playbook

The Marketing Research Playbook is a practical, student-focused textbook designed to meet the needs of higher education marketing programs across Canada. Grounded in the realities of the Canadian marketplace, the book equips students with the foundational knowledge and hands-on skills required to conduct effective marketing research while accounting for Canada's unique market dynamics, cultural diversity, and regulatory environment. Authored by leading experts in Canadian marketing research, the book combines methodological guidance with a conversational overview of the Canadian business landscape. Each chapter integrates real-world case studies, visual aids, authentic datasets, discussion questions, and practical exercises that encourage critical thinking and collaboration. Students are guided through designing research projects tailored to Canadian organizations while exploring emerging trends such as sustainability-driven consumer behavior, artificial intelligence, machine learning, and big data analytics. This book goes beyond traditional methodologies to explore emerging trends in the field, including culturally inclusive research design, Indigenous perspectives, bilingual research, privacy regulations, anti-spam legislation (CASL), and ethical guidelines via the Tri-Council Policy Statement. With its emphasis on practical application and relevance to the Canadian market landscape, The Marketing Research Playbook serves as an indispensable resource for students aspiring to excel in the field of marketing research.