The book provides a systematic and practical introduction to the fundamentals of market research in the age of digitalization. Its purpose is to provide marketing management with relevant information to support decision-making. Both traditional and a variety of new tools are discussed and categorized, including those for qualitative and internet-based data collection, processing, and analysis. The various measurement methods for service quality are clearly presented, with relevant methods in practice explored through examples. New are also the guidelines for using R for data analysis. The subject matter is conveyed through the steps involved in conducting specific market research projects in both academic studies and corporate practice: formulating the market research problem and selecting the appropriate methods.