Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing resea

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction,