Marketing Research, 2/e’s provides significant coverage of secondary data, including data mining, data warehousing, and other technology associated with these data sources. With its in-depth coverage of secondary research, the practice of customer retention management is highlighted as this book helps students discover what real companies are doing for their marketing research.  This book provides a realistic and current view of the practice and importance of marketing research in the business world.  The book is an applied approach, enhanced by the creation of a website that enables students to complete a marketing research project with our online support.