Approaching market research as a story with a beginning, middle, and end, this book is your personal research advisor as you build knowledge of the market research industry and maximize your position in the workplace.

Market research is the unsung hero of the business world—as instrumental as finance, accounting, or sales, it informs strategy on such a fundamental level that organizations can’t function effectively without it, and its impact is only growing in the era of Big Data and AI. The problem is that market research is still fundamentally misunderstood, and without clear objectives and knowledge of how the process works, the results could be a waste of time and money, and inevitably mistakes will happen. Going beyond other outdated, inadequate, or overly dense market research books, this guide carries market research professionals through easy-to-apply techniques to determine research questions, choose methods, execute, and analyze data effectively. It brings market research to life with real-world case studies of problems faced in contemporary business and public sector professions, providing a better understanding of both qualitative and quantitative methodologies, and showing that there is not a one-size-fits-all approach to market research.

This easily understandable guide to choosing when, why, and how to conduct research will become the go-to resource for market research professionals from entry-level to advanced, research project managers, and business students.

Ted Gournelos (PhD, MFA, MBA) is the CEO of the marketing and strategy consulting firm Story | Strategy and an Associate Professor at Old Dominion University. His emphasis is on market research, media analysis, and communication for social change, and he has worked with dozens of companies and nonprofits as a consultant and board member ranging across startups, government agencies, nonprofits, and small to medium sized enterprises.

David Marutschke (PhD, Dipl.-Kfm.) is an Associate Professor at Osaka University of Economics. His research focuses on customer experience management, service quality and branding. Prior to his academic career, he worked as a project manager at a global market research and data analytics firm, where he led various market research studies as well as retail and product consulting projects for major automotive OEMs.