practicalmarketingresearch.com

What It Is

Practical Marketing Research is the companion learning website for the classic market research textbook of the same name. First published in 1992 and revised multiple times since, the book is designed to give readers a global overview of the fundamentals of market research and modern practice. The website itself is not a traditional video-course platform; rather, it extends the textbook with chapter summaries, errata, and a wide range of supplementary materials.

Core Dimensions

• Subject Area: Focuses on marketing research and insights, covering 13 complete units from project preparation, secondary research, sampling, qualitative/quantitative research, and questionnaire design to data analysis and presentation of findings.
• Delivery Format: A self-study resource that accompanies the book, not a live or recorded course. The site provides text-based summaries and practical templates, such as discussion guides and sample qualitative reports. Instructors can apply for access to dedicated teaching materials.
• Certification/Credentials: The book is a recommended textbook for the Certified Analytics and Insights Professional (CAIP) designation in Canada, giving it strong industry recognition.
• Instructor/Institution Background: The author team has exceptionally strong credentials. Chuck Chakrapani is President of Leger Analytics and a professor at several leading institutions; Ken Deal is a professor of marketing at the DeGroote School of Business; and Jordan A. Levitin has nearly 25 years of executive experience at Ipsos. All three are CAIP holders and senior members of the Canadian Research Insights Council (CRIC).
• Best For: Business students, market research professionals on either the client or agency side, and candidates preparing for CAIP certification.

Pricing, Pros, and Cons

The supplementary resources on the website are free to access, but full study requires purchasing the physical book; specific pricing should be checked on Amazon. Pros include the authors’ combination of top-tier academic and practical industry backgrounds, systematic and authoritative content, added credibility from CAIP recommendation, and useful industry templates. Cons include a relatively traditional learning format centered on reading text, with limited interactivity. The content also leans toward Canadian and global perspectives, offering limited localized guidance for specific markets.

Access from China and Alternatives

The site’s access status is unknown, but as a standard static website, it is generally likely to be accessible directly. For payment, users need to purchase the original book via Amazon, which supports international credit cards. For users in China looking for alternatives, translated classic market research textbooks or localized courses may be worth considering. However, for those aiming for CAIP certification, this book remains an irreplaceable authoritative resource.