Economics means making decisions. Those who want to make informed decisions need information. In marketing, market research provides this information, making it a prerequisite for any economic action in the sales area. Market research not only includes the analysis of sales and procurement markets and their framework conditions but also the internal requirements for marketing activities. As markets are constantly and dynamically changing, market research is a continuous process with demanding foundations. Therefore, the book is structured analytically and systematically, while also being application-oriented and practical. It can serve both to update knowledge and to acquire new knowledge. The target audience for this book includes managers in marketing roles, decision-makers, and emerging leaders. Additionally, it is aimed at university students.