"Carl McDaniel and Roger Gates have been teaching and writing about marketing research for a number of decades. More importantly, Roger Gates has been on the front lines of conducting marketing research for over forty years. Recently, he sold his company, DSS Research, to a large private equity...

The role of marketing research in management decision making -- The marketing intelligence universe and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data, big data, and data analytics -- Qualitative research -- Traditional survey research --...