Synopsis This book discusses the marketing research industry, with a brief treatment of both suppliers and users. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision oriented perspective has been adopted to help students, who are future managers and researchers, make better decisions.

Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research.