Essentials of Marketing Research

Focusing on a practical approach to marketing research, this book provides a comprehensive overview of various topics essential for solving business challenges. It emphasizes qualitative research, sample size guidelines, and literature reviews, while also introducing modern techniques like structural modeling and Partial Least Squares Structural Equation Modeling (PLS-SEM). The authors leverage their extensive market research experience to equip students with the necessary tools and skills for maximizing business opportunities.