This text offers an easy-to-read, practical introduction to market research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses. The purpose of the book is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This edition includes: the development of the "knowledge economy"; analysis of customer relationship management; comprehensive discussion of electronic techniques and their impact on marketing research; and new and updated case studies and examples. INDICE Introducing market research getting started market research begins at home "off the peg" research "made to measure" research how are the data collected? who provides the information? how do you ask the questions? who asks the questions? what happens to the answers? how do you buy good research? using research in experiments business-to-business research using research in global markets using research in marketing decision-making where do you go from here?