How does marketing research affect your daily life? Find out how marketing research processes and results lead to marketing decisions that affect your customers-and you-with Marketing Research: An Aid to Decision-Making. This text teaches you the important issues and methods involved in conducting marketing research and using the findings to manipulate the marketing mix to meet your customers' needs. Reviews of statistics and key marketing concepts help you brush up on the basics as you learn more about marketing research tools and uses. A strong Internet focus keeps you in touch with the latest in marketing research technologies, helping you learn to use the Web to gather market research data more quickly and efficiently, and Excel exercises allow you to hone your skills at using this common spreadsheet application for marketing research.