The title provides sound insight into conducting marketing research. It is based on a simulated research study, applicable to both consumer and business research and it follows a typical South African and learn-by-example approach. Every step of the research process is covered, from identifying management/research problems to presenting research results. Capturing the essence of conducting a marketing research project, the book also has case study examples conducive to the practical research mode. The CD included with the title contains 400 Microsoft PowerPoint slides of the core information of the textbook. A marketing research smart card booklet is available seperately, containing excellent visuals and diagrams of the most important topics.