Practical Marketing Research

Author(s)
Daniel Monistere
Edition
1
Copyright
2026
Book Type
Academic

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Paperback Book

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ISBN: 9798319752659
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CHOOSE YOUR FORMAT
Help Me Choose

Paperback Book

$65.00

ISBN: 9798319752659
Details: 
Print Product

eBook

$50.00

ISBN: 9798319752666
Details: 
Electronic Delivery EBOOK - 365 days

Practical Marketing Research is a concise, application-driven manual authored by Danny Monistere. Built directly from Monistere’s 40-year career in media research (including 25+ years at Nielsen) and his lecture framework as an adjunct professor at Collin College, the text deliberately strips away complex inferential statistics to deliver a practical guide focused on descriptive analysis and real-world execution.

Core Themes & Structure

  • The Marketing Framework: Positions marketing research as an overarching discipline that informs all 4Ps (Product, Price, Place, Promotion) and bridges internal decisions with external environments.
  • The Sequential Research Journey: Details the full life cycle of a project through a 12-step process (simplified into 4 core phases): problem formulation, instrument design, data collection, and actionable reporting.
  • Data Sources & Methodologies: Juxtaposes internal vs. external secondary data, balances qualitative depth (the "Why") against quantitative scale (the "What"), and outlines probability vs. non-probability sampling mechanics.
  • Field Execution & Data Forensics: Explores the Total Survey Error (TSE) framework, respondent burden, ethical boundaries (SUGging/FRUGging, IRB protocols), and practical data cleaning (imputation, Winsorization, CASRO metrics).
  • Descriptive Analysis & Reporting: Outlines measures of central tendency, kurtosis, skewness, bimodal distributions, indexing, and visualization standards, culminating in the standard architecture of an executive marketing research brief.

Preface

Introduction

Chapter 1 - The History of Marketing Research

Chapter 2 - The Marketing Research Process

Chapter 3 - Secondary Research

Chapter 4 - Primary Research

Chapter 5 - Quantitative vs. Qualitative: The What and the Why

Chapter 6 - The Measurement Instrument

Chapter 7 - The Sample

Chapter 8 - Fieldwork and Collecting Data

Chapter 9 - Cleaning and Coding Data

Chapter 10 - Analyzing Data

Chapter 11 - Creating Actionable Data

Chapter 12 - The Marketing Research Report

Appendix

Endnotes

Reference List

Daniel Monistere

Daniel Monistere is a seasoned media research executive with nearly 40 years of corporate leadership experience, currently serving as Senior Vice President of Policy & Guidelines at Nielsen. Synthesizing decades in corporate management with a lifelong dedication to athletics, Danny developed the actionable framework presented in Executives on the Run: A Fitness and Execution Framework for Leaders.


An adjunct professor of marketing at Collin College, Danny is also a decorated USATF Masters competitor, ten-time Masters All-American across six track events, and an American record holder in the Men's 55–59 4x800m indoor relay. He resides in Wylie, Texas, with his wife, Trini, and their son, Xavi.  Executives on the Run is his first book.

 

Practical Marketing Research is a concise, application-driven manual authored by Danny Monistere. Built directly from Monistere’s 40-year career in media research (including 25+ years at Nielsen) and his lecture framework as an adjunct professor at Collin College, the text deliberately strips away complex inferential statistics to deliver a practical guide focused on descriptive analysis and real-world execution.

Core Themes & Structure

  • The Marketing Framework: Positions marketing research as an overarching discipline that informs all 4Ps (Product, Price, Place, Promotion) and bridges internal decisions with external environments.
  • The Sequential Research Journey: Details the full life cycle of a project through a 12-step process (simplified into 4 core phases): problem formulation, instrument design, data collection, and actionable reporting.
  • Data Sources & Methodologies: Juxtaposes internal vs. external secondary data, balances qualitative depth (the "Why") against quantitative scale (the "What"), and outlines probability vs. non-probability sampling mechanics.
  • Field Execution & Data Forensics: Explores the Total Survey Error (TSE) framework, respondent burden, ethical boundaries (SUGging/FRUGging, IRB protocols), and practical data cleaning (imputation, Winsorization, CASRO metrics).
  • Descriptive Analysis & Reporting: Outlines measures of central tendency, kurtosis, skewness, bimodal distributions, indexing, and visualization standards, culminating in the standard architecture of an executive marketing research brief.

Preface

Introduction

Chapter 1 - The History of Marketing Research

Chapter 2 - The Marketing Research Process

Chapter 3 - Secondary Research

Chapter 4 - Primary Research

Chapter 5 - Quantitative vs. Qualitative: The What and the Why

Chapter 6 - The Measurement Instrument

Chapter 7 - The Sample

Chapter 8 - Fieldwork and Collecting Data

Chapter 9 - Cleaning and Coding Data

Chapter 10 - Analyzing Data

Chapter 11 - Creating Actionable Data

Chapter 12 - The Marketing Research Report

Appendix

Endnotes

Reference List

Daniel Monistere

Daniel Monistere is a seasoned media research executive with nearly 40 years of corporate leadership experience, currently serving as Senior Vice President of Policy & Guidelines at Nielsen. Synthesizing decades in corporate management with a lifelong dedication to athletics, Danny developed the actionable framework presented in Executives on the Run: A Fitness and Execution Framework for Leaders.


An adjunct professor of marketing at Collin College, Danny is also a decorated USATF Masters competitor, ten-time Masters All-American across six track events, and an American record holder in the Men's 55–59 4x800m indoor relay. He resides in Wylie, Texas, with his wife, Trini, and their son, Xavi.  Executives on the Run is his first book.