In a compact and understandable form, the book introduces the most important areas of market research. Building on theoretical foundations and an introduction to consumer behavior research, the authors present the phases and methods of market research, particularly multivariate analysis methods. They provide a very clear basic understanding of the planning processes without sacrificing scientific and mathematical precision. With approximately 70 illustrations, 30 exercises, and a comprehensive glossary, the book offers a particularly clear understanding of the market research planning process through a balanced compromise between scientific precision and simplicity of mathematical formalism.