BASIC MARKETING RESEARCH, 9E balances a reader-friendly, accessible approach with an ideal level of coverage. The authors introduce two dominant approaches to gathering marketing information: marketing analytics on data that exist within the firm and customer insights gathered for a specific purpose. The book merges these approaches in an ongoing example in the analysis section. Students review and work with data from multiple sources, including consumer communication and consumer behavior observed via technology. An overview details how organizations obtain and use data today. Students learn how interactions in the research process give managers and researchers confidence in the result. Readers review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it.