An accessible text offering a relevant approach to understanding and practicing marketing research The second Canadian edition of Marketing Research Essentials is co-authored by marketing researchers, offering students an inside look into the field. Marketing majors who our required to take a Marketing Research course can benefit from an understanding of what is successful and what isn't. In a concise manner, the text presents real data by the people who have conducted the real research. The book covers data analysis in both Excel and SPSS.