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We are confident that this edition of Marketing Research: A Decision Makers Tool will dramatically improve students knowledge of marketing research. The fact is, there have been numerous changes in the research industry and global marketplace that warrant special attention. When you consider how research organizations are consolidating, economies are growing worldwide, and competition is intensifying, there is a resounding plea for improved knowledge by decision-makers. Key Feature Integrated Real-Life Case To develop the student's ability to be a consultant, we integrate a real-life consulting project using a popular southern soft drink, Cheerwine, throughout the entire text Extensive Global Coverage: more parts of the world are represented with a plethora of examples and references that are relevant to all parts of our universe Concept Comparisons Using Tables: tables to explain concepts using side-by-side comparisons and lay out the data in an organized manner Reality Screens: numerous real pictures and computer screen dumps to demonstrate particular topics Table of Contents PART I: An Overview of Marketing Research 1. Marketing Research: Initial Questions 2. Marketing Research Process and Problem Identification PART II: Research Design 3. Marketing Research and Information Technology 4. Secondary Data and Information Online 5. Primary Data Collection: Qualitative and Observational Research 6. Primary Data Collection: Survey Research 7. Measurement and Scaling 8. Questionnaire Design 9. Experimentation and Test Marketing 10. Fundamentals of Sampling 11. Marketing Research Worldwide Part III: Research Implementation 12. Preparation of Data for Analysis 13. Descriptive Analysis 14. Hypothesis Testing 15. Group Difference Tests 16. Correlation and Regression 17. Multivariate Statistics 18. Communicating the Research Findings