Marketing Research, now in its fourth edition, provides a methodical introduction to the basic concepts of marketing research.

Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas.

Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.

A quick glance at the book might not reveal many changes, but a number of significant changes have in fact been made. Many chapters have been restructured to address topics that were missing from the first and second edition, whilst some small topics have been excluded to more finely focus on the key issues. The main change from the second edition is the addition of a full chapter on research ethics and attention is given to establishing its principles. Chapters relating to data analysis have been slightly revamped to make it easier for the reader to understand the key concepts. Finally, changes and updates have been made to examples, questions and case studies at the end of each chapter, to make them more relevant to current research practices.