This book is designed primarily for two groups of readers. The first groupconsists of managers who must negotiate, evaluate, and use marketingresearch as a part of the decision-making process. The second groupincludes those individuals involved in the research process who need toreview marketing~ research procedures or find examples of specifictechniques. This book could also serve as the basic text for an introductorycourse in marketing research, especially if the course takes a researchproject approach. Three primary considerations were used in preparing the book. Thefirst was length. We wanted to keep the amount of reading material briefenough to be read and reviewed quickly. Therefore, we had to omit manytopics and provide only a limited discussion of others. However, theessential concepts and techniques are presented in a much more conciseform.The second consideration was tocally sound but practically orientedpresent material that was theoret-We wanted the reader to be ableto put the concepts presented to immediate use in decision making. Aunique feature of this book is that it describes the major forecasting,sampling, and analysis techniques without using mathematical formulas. The final consideration was to provide a thorough set of appendicesto illustrate various aspects of a research project, such as a researchproposal, questionnaire, or final report. Thus, the reader can not onlyread about a research proposal but can actually see what one looks like.
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