The Marketing Research Playbook is a practical, student-focused textbook designed to meet the needs of higher education marketing programs across Canada. Grounded in the realities of the Canadian marketplace, the book equips students with the foundational knowledge and hands-on skills required to conduct effective marketing research while accounting for Canada's unique market dynamics, cultural diversity, and regulatory environment. Authored by leading experts in Canadian marketing research, the book combines methodological guidance with a conversational overview of the Canadian business landscape. Each chapter integrates real-world case studies, visual aids, authentic datasets, discussion questions, and practical exercises that encourage critical thinking and collaboration. Students are guided through designing research projects tailored to Canadian organizations while exploring emerging trends such as sustainability-driven consumer behavior, artificial intelligence, machine learning, and big data analytics. This book goes beyond traditional methodologies to explore emerging trends in the field, including culturally inclusive research design, Indigenous perspectives, bilingual research, privacy regulations, anti-spam legislation (CASL), and ethical guidelines via the Tri-Council Policy Statement. With its emphasis on practical application and relevance to the Canadian market landscape, The Marketing Research Playbook serves as an indispensable resource for students aspiring to excel in the field of marketing research.
Polina Buchan is a Professor of Marketing at St. Lawrence College, with a background spanning senior marketing roles at Procter & Gamble and TD Bank, as well as experience in entrepreneurial and non-profit contexts. She has taught marketing at Toronto Metropolitan University and Queen's University, and holds an MBA from Schulich School of Business and the Chartered Marketer (CM) designation from the Canadian Marketing Association. Currently a doctoral candidate, she brings both academic rigour and hands-on industry experience to her teaching and writing. Dr. Jennifer White is a Professor of Marketing at Wilfrid Laurier University, bringing a distinctive blend of academic insight and real-world leadership to her work. With more than 15 years of executive-level experience in the insurance industry, she has led strategic marketing initiatives focused on customer engagement, product development, and growth. For the past eight years, she has been dedicated to teaching and mentoring students in marketing, bridging theory with practical application. Dr. White holds an MBA from the University of Fredericton and a Doctorate of Education from Aspen University.
Chapter 1: Introduction to Marketing Research Chapter 2: The Marketing Research Process Chapter 3: Taking the Ethical Approach Chapter 4: Marketing Research in the Canadian Context Chapter 5: The Research Toolkit Chapter 6: Qualitative Data and Analysis Chapter 7: Quantifying the Story Chapter 8: Designing Effective Questionnaires Chapter 9: Crafting Compelling Research Reports Chapter 10: Emerging Frontiers in Marketing Research Appendix: How to Create Common Marketing Research Charts in Microsoft Excel
