The 11th Edition of Marketing Research (by Aaker et al.) has been adapted to Indian perspective without much dilution of its global flavour. Keeping in mind the learning requirements of Indian students in the field of market research, this textbook has been developed by modifying contents at required places. This book, while maintaining the strengths of the original version, reflects the modern realities of marketing research. Real-life scenarios included in the Indian adaptation of Marketing Research would help readers in cognitive analysis, invoke thoughtful insights in the areas of market intelligence, business decisions and actions. In this edition, readers are expected to learn, explore and analyse various dimensions of marketing research.