This course provides students with the essential information needed to plan and perform marketing research for the first time, including an examination of the process, role, and function of marketing research, including research problem formation, research methods and procedures, data acquisition, sampling theory and practice, data analysis, presentation of results, ethical issues, and application for each of the above. Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to various issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, undertaking qualitative and quantitative research, and summarizing and reporting research.