Forthcoming Title Highlight: The Marketing Research Playbook

Here at CS Business Press, we have been working hard on many different textbooks in development. We are so excited about all the forthcoming books that are to be published in the coming year, but we wanted to take a moment to spotlight a specific upcoming text:

Coming this summer, The Marketing Research Playbook delivers a fresh take on effective marketing research. We are so excited about publishing this text and we’re looking forward to sharing a bit more about it with you!

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. With a clear emphasis on making statistical analysis of survey data approachable, the text helps students confidently interpret and apply research findings to real-world business decisions.

Authored by leading experts in Canadian marketing research, the book stands out for its applied, forward-looking approach to learning. Each chapter integrates real-world Canadian 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. Supported by instructor resources including a sample course syllabus and the potential for LMS integration and hosted datasets, The Marketing Research Playbook offers a comprehensive and contemporary resource for students preparing to succeed in the evolving field of marketing research.

Bringing this project to life is a pair of authors who have years of industry and educational experience. Jennifer White and Polina Buchan bring a rare and compelling combination of academic depth, industry expertise, and teaching excellence to their work as authors. Jennifer White, Professor and Program Coordinator of Strategic Marketing and Research Analysis at Conestoga College, draws on more than 15 years of professional experience in the financial services sector, where she led initiatives in marketing, product development, research, and digital strategy. Her extensive academic training, spanning marketing, business administration, adult education, and doctoral research, along with her ongoing consulting work with businesses, allows her to translate complex marketing research concepts into clear, practical, and engaging content for students. Polina Buchan, Professor at St. Lawrence College, complements this perspective with her background in global brand management and marketing leadership roles at organizations such as Procter & Gamble and TD Bank, paired with nearly a decade of experience teaching marketing across multiple postsecondary institutions. Together, White and Buchan are not only recognized experts in Canadian marketing research, but also skilled communicators whose writing reflects both real-world relevance and pedagogical clarity.

Overall, The Marketing Research Playbook represents an exciting addition to the Canadian business education catalogue. By combining a strong Canadian focus, an applied and accessible approach to marketing research, and the expertise of two accomplished authors, the text is well positioned to become a go-to resource for marketing students and instructors alike. As the field of marketing research continues to evolve alongside new technologies and shifting consumer expectations, this book offers a timely, practical, and engaging guide that prepares students to think critically, work confidently with data, and make informed decisions in real-world Canadian contexts. CS Business Press is proud to support the publication of The Marketing Research Playbook and looks forward to its release this summer.