Completely revised and updated, this text is designed to meet the needs of business students and marketing researchers. Focusing on the logic of the research process, it discusses when to use research, how to recognize effective research, what alternatives exist, and how to apply results. New information on scanner technology and data management along with advertising research are contained in the book. Also included are case studies based on actual management problems in a wide variety of situations, giving marketing students hands-on experience in the decision making process.