10 Must Read Market Research Books

Market Research Books: The field of Marketing Analytics will use statistics to monitor progress. Every field has its goals and business is no exception to that rule. The Marketing Analytics field expands rapidly and people will enjoy that practice. Any business leader could benefit from utilizing the Marketing Analytics techniques. That can streamline the way that business is conducted at an office.

There are tangible benefits of trying the Marketing Analytics approach. People are catching on to the latest trends within that given field too. The cost of Marketing Analytics and other services can be quite small. Hire a business consultant that really gets the Marketing Analytics concept. The business world will benefit from the Marketing Analytics approach. We hope that our list of the best books about market research will help you answer the common question on which book is best for the stock market for you.

Market Research Books

Helping tech-savvy marketers and data analysts solve real-world business problems with Excel

Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today’s busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results.

Practical exercises in each chapter help you apply and reinforce techniques as you learn.

  • Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools
  • Reveals how to target and retain profitable customers and avoid high-risk customers
  • Helps you forecast sales and improve response rates for marketing campaigns
  • Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising
  • Covers social media, viral marketing, and how to exploit both effectively


Marketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations.

The book contains a wealth of information on marketing analytics:

Almost 500 pages of text, covering a wide variety of decision models and metrics
Nearly 400 figures, including diagrams, tables, and charts
Step-by-step instructions on market segmentation, conjoint analysis, and other techniques
Current examples demonstrating how organizations are applying models and metrics

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use.

The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application.

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method.

The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis.

This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.

Data Science for Marketing Analytics covers every stage of data analytics, from working with a raw dataset to segmenting a population and modeling different parts of the population based on the segments.

The book starts by teaching you how to use Python libraries, such as pandas and Matplotlib, to read data from Python, manipulate it, and create plots, using both categorical and continuous variables. Then, you’ll learn how to segment a population into groups and use different clustering techniques to evaluate customer segmentation. As you make your way through the chapters, you’ll explore ways to evaluate and select the best segmentation approach, and go on to create a linear regression model on customer value data to predict lifetime value. In the concluding chapters, you’ll gain an understanding of regression techniques and tools for evaluating regression models, and explore ways to predict customer choice using classification algorithms. Finally, you’ll apply these techniques to create a churn model for modeling customer product choices.

By the end of this book, you will be able to build your own marketing reporting and interactive dashboard solutions.

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you’ll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.


For each marketing problem, the authors help you: 

  • Identify the right data and analytics techniques
  • Conduct the analysis and obtain insights from it
  • Outline what-if scenarios and define optimal solutions
  • Connect your insights to strategic decision-making

Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design.

A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps. The use of a fictional retail analyst ‘Scott’ helps to provide accessible examples of practice. Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data.

Highly Effective Marketing Analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics.

The book reveals why marketing analytics has not yet kept the promise and clarifies confusions and misunderstanding surrounding marketing analytics. Highly Effective Marketing Analytics is a highly practical and pragmatic how-to book.

The author illustrates step by step many innovative, practical, and cost-effective methodologies to solving the most challenging real-world problems facing marketers in today’s highly competitive omnichannel environment.

This comprehensive book provides students with a “grand tour” of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.

Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to “connect the dots” and “humanize” information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box.

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:

  • Important new coverage of intangible assets
  • A rigorous and practical discussion of quantifying the value of information
  • More detail on measuring brand equity
  • A complete separate chapter on web, SEM, mobile, and “digital” metrics
  • Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics
  • An up-to-date survey of free metrics available from Google and elsewhere
  • Expanded coverage of methodologies for quantifying marketing ROI

Is the term “marketing analytics” unclear to you? Do you want to discover methodologies that will help maximize your marketing efforts? Are you familiar with marketing analytics methodologies but don’t know R, Python, or SQL? If so, then this book is for you.
This book will help you to go from zero knowledge of any of these three languages to having a solid grasp of each. If you do not have a good understanding of marketing analytics methodologies, after reading this book you will know how to do the following:
•Segment customers in a scientific way using pivot tables and statistical measures of significance
•Build predictive models to identify customers or prospects that are most likely to take an action
•Determine optimal channel, offer and message
•Identify customers or prospects that are most likely to be influenced by marketing
•Create databases
•Set up test and control groups to be used in experimental design
•Measure the effectiveness of your campaigns
•Visualize results with impressive graphs
•Forecast sales and other KPIs
•Understand customer sentiment through text analytics