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This text explores the process of collecting marketing research data, the value and the limitations of marketing research results, and the ways marketing research is used in marketing managerial decision-making. The authors illustrate the application of marketing research to the variety of problems faced by marketing managers, and discuss more advanced statistical procedures within the natural context of research applications using real-life examples. New to this second edition is a chapter on questionnaire design, discussion of new data collection trends that use fax and Internet surveys, and more in-depth treatments on relationships marketing, benchmarking and competitive analysis.