BASIC MARKETING RESEARCH, 9E balances a reader-friendly approach with an ideal level of coverage. The authors introduce two dominant approaches to gathering marketing information: marketing analytics on data that exist within the firm and customer insights gathered for a specific purpose. The book merges these approaches in an ongoing example in the analysis section. Readers review data from multiple sources, including consumer communication and consumer behavior observed through technology. An overview details how organizations obtain and use data today. Readers learn how interactions among parts of the research process give managers and researchers confidence in the results. Readers review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it.Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.