"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." (John Pal, Senior Lecturer in Retailing, Manchester Business School
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings
This essential resource for students, new researchers and marketers explains the fundamentals of market research.