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Marketing Research
Understanding Consumers and Building Brand Value
First edition
- Jeremy J. Sierra - Texas State University, USA
- Michael Hyman - New Mexico State University, Las Cruces, USA
January 2027 | 350 pages | SAGE Publications, Inc
Marketing Research: A Consumer-Focused Approach explains how marketing research can help marketers understand consumers, build brands, and develop effective marketing strategies. Through relatable examples and a student-friendly writing style, Jeremy J. Sierra and Michael R. Hyman show students how to avoid common research errors and how to analyze consumer data. Chapters discuss the trends in the industry, such as the increasing focus on consumer and AI research. Students will walk away understanding the importance of marketing research in any marketing career.
Key Chapter Features:
Key Chapter Features:
- Dos and Don’ts of applying the chapter topic in marketing research
- Learning Objectives with accompanying conceptual and applied discussion questions
- Case study with discussion questions where students can apply lessons of the chapter
- Why Does This Matter Post-Graduation? section links chapter topics to career applications