BASIC MARKETING RESEARCH is written from a students perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.