Basics of marketing research

Marketing is based on market knowledge, the way of learning is research. This approach must be mastered by all marketing professionals - market, consumer, brand - just as it is important to be aware of the basics of its methodology. The authorial team, which I appreciate, presents the role of research in marketing with thorough professionalism, in a concise and reading style, lists its methods, and provides thought-provoking, follow-up practical examples. As a curriculum and literature, I wholeheartedly recommend this great book to all prospective and practicing professionals who come into contact with research as researchers, clients or users of the results. Áron Jakab, President of the Hungarian Association of Market Researchers I recommend this book to future professionals. The textbook Basics of Marketing Research contributes to the high standard of training of Hungarian economists. This is also important to us because Nielsen, as in more than a hundred countries around the world, is systematically seeking and developing talented, well-qualified young people and the supply of market researchers. I am sure that their readiness and positive attitude will be strengthened by this textbook. Judit Szalókyné Tóth, Managing Director, Nielsen Hungary