Deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's needs. This book helps students learn about traditional types of marketing research, such as designing questionnaires, and the technological developments that facilitate marketing research.

This book covers the essentials of business research for managers. It includes coverage of the increasing role of knowledge management as well as how to conduct information-gathering activities more effectively in a rapidly changing business environment. Because managers increasingly must make decisions based on almost unlimited information in data warehouses, this text provides substantially more coverage of data analysis than other texts. The authors recognize that most managers will not be data analysts. The straightforward, hands-on approach will make the book particularly successful in teaching advanced undergraduates and MBA students, both traditional and executive.