Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition has been totally revamped and guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics including secondary research and data mining, marketing research ethics, internet marketing research, qualitative and exploratory research, data collection tool design and deployment, qualitative data analysis, statistical analysis, and research report preparation.