Practical Marketing Research: A Guidebook for Marketing Insights

Practical Marketing Research is a research, insights and analytics textbook for students and a handy
reference for practitioners and clients. It is designed to give you access to the essential knowledge
and skills needed to: design and execute marketing research projects, analyze the results and
communicate the findings using a highly structured, step-by-step methodology illustrated by
numerous practical, real-life examples. This book will teach you how to employ the tools and
techniques used by marketing research professionals today. Practical Marketing Research is written
by three experienced, active marketing researchers. Ken Deal, professor emeritus of marketing at
the DeGroote School of Business, Jordan A. Levitin, Senior Vice-President with Illumina Research
Partners, and Chuck Chakrapani, president of Leger Analytics and Distinguished Visiting Professor
at the Rogers School of Management. Their blend of theoretical expertise and practical knowledge
makes this book unique in the field of marketing research.