"A concise guide to market research" is a practice-oriented textbook that provides a compact introduction to market and data research. It uses the market research process as a framework to explain methods for data collection and description. The book covers the most important quantitative analysis techniques, including ANOVA, regression analysis, factor analysis, and cluster analysis. Each technique is theoretically grounded and practically implemented, particularly in IBM SPSS version 22. The chapters conclude with case studies that illustrate the process using real data. A comprehensive web appendix offers additional analysis techniques, datasets, videos, and case studies that are accessible via mobile devices. The new edition places particular emphasis on the collection and analysis of secondary data, including internet and social media data, and provides enhanced learning aids such as learning objectives and self-assessment tests.