GSU Library Research Guides: MK 4200: Marketing Research (Brenda Turner Fall 2024): Books

Finding Books and More

Selected books and resources about Marketing Research

Absolute Essentials of Marketing Research
This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research. The book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analyzing the data and making recommendations.
Brands and Consumers: A Research Overview
Provides a comprehensive overview of research evidence on several core branding topics. Reviews popular topics in branding and focuses on reviewing research in branding and brand management. Discusses the limitations of current research and provides insights for future explorations.
Contemporary Issues in Marketing and Consumer Behaviour
Written by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts.
How to Conduct Market Entry and Market Sizing Research
Provides an overview of how to assess market size, segment, and attractiveness for new products and services.
Marketing Analytics
Marketing Analytics offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use. It contains information on forecasting, customer touchpoints modelling, and customer loyalty.

Suggested Subject Terms and Keywords

Keyword searches

If you are searching by keywords, try putting quotes around phrases or using "and" to link words to narrow down your search results. For example, "consumer behavior" or "consumer" AND "behavior".

Subject Term Searches

Here are some subject terms that you can use when you search for books in our catalog:

Branding (Marketing) -- Management
Consumer Behavior
Consumers -- Psychology
Internet Advertising
Internet Marketing
Marketing
Marketing research
Marketing research -- Methodology
Marketing -- Social aspects
Marketing -- Psychological aspects