Marketing Research Essentials, Canadian Edition offers real data by real people, who have conducted real research and made it really concise for students. The authors offer insider views into marketing research that enable them to provide students with the latest trends and guidance on what works and what doesn’t. The authors recognize that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group. Marketing research is about getting managers to use your findings, managing people, controlling costs, and a host of other aspects that are prevalent in this text. Marketing Research Essentials covers research design, data acquisition, and data analysis, but it does so with a dose of reality unmatched by the competition.