Basic Marketing Research: Customer Insights and Managerial Action, 9th edition, provides an introductory look at marketing research for undergraduate students, managerially oriented graduate students, or anyone who wants an appreciation of the marketing research process. Marketing research can be a complex topic. New types and sources of data are flowing into the organization at an increasing pace, making the process of information generation all the more complex. In this environment, marketing managers need to consider all relevant sources of data, whether the data already exist or must be collected. As industry trends have changed, we have attempted to keep our book relevant and engaging. great deal of attention and resources in industry are shifting to the analysis of the greatly multiplying sources of data available to firms.