Marketing Research: Methodological Foundations, 12th edition
Marketing Research: Methodological Foundations, 12th edition provides an academic introduction to the principles and methods of marketing research. Written by Dawn Iacobucci, it offers a structured resource for students, educators, and professionals seeking to understand how research methodology supports marketing analysis and decision-making.
About This Book
Marketing Research: Methodological Foundations, 12th edition is an academic resource focused on the methods and foundations of marketing research.
The book presents marketing research as a structured field of study, connecting methodological thinking with the needs of marketing and business practice.
Its 12th-edition format makes it suitable for readers seeking a current course text or reference for studying marketing research.
Written by Dawn Iacobucci, this title is intended for learners and professionals who want to develop a stronger understanding of marketing research methodology.
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