Decisions in companies are made at all levels of hierarchy based on market knowledge and experience. The better and more current the market information is, the greater the likelihood that employees and managers will make the right choice. Increasing dynamics in nearly all international markets, a rising and constantly changing set of customer expectations, as well as heightened saturation effects in both business-to-business and business-to-consumer markets require constant course corrections. In order for decision-makers to continue to maintain an overview and assess trends and developments in the markets early and competently, solid market research is essential. This textbook illustrates how a scientific approach can be implemented throughout the market research process.