This step-by-step textbook explains how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to Choosing the proper medium for the research and on to advice on successfully presenting research results. Marketing Research provides clear explannations of complex issues, including the interpretation of statistics. It includes charts, graphs figures, sample questionnaires, and case studies that make important points easier to grasp.