This text focuses equal attention on both qualitative and quantitative research processes, making it one of the most comprehensive and holistic books in this discipline. It places marketing research in the bigger picture of the marketing function and demonstrates how marketing research, and its understanding, should be seen as a key element of marketing rather than a backroom activity performed by statisticians. The text aims to be concise and easy to read, so all large complicated formulas have been moved to the appendix of each chapter. The authors show how marketing research can be applied to SMEs as well as large corporations.