OverviewAn introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes increased coverage of the digital aspects of marketing research and new material on the impact of social media and the online environment. A collection of new international case studies provide examples of marketing research practice in Asia, Europe and the USA. Suitable reading for students who are new to marketing research.