Preface
Preface to the second edition
Many books on marketing research are aimed at developing the technical expertise of the intending or actual research practitioner. This book is aimed at those who are intending or actual managers with a need to use research rather than practise it. It owes its existence to managers from many different areas of industry who attended courses on marketing research run by Sunny Crouch. They demonstrated the need for a book aimed squarely at the individual who wishes to use marketing research as an aid to better decision making. Their feedback suggested that the material was both relevant and useful.
These managers attended courses to learn more about marketing research because they believed, as we do, that ...
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