This course balances a reader-friendly, accessible approach with an ideal level of coverage. The course introduces two dominant approaches to gathering marketing information: marketing analytics on data that exist within the firm and customer insights gathered for a specific purpose. The course merges these approaches in an ongoing example in the analysis section. Students are able to review and work with data from multiple sources, including consumer communication and consumer behavior observed via technology. It also provides overview details how organizations obtain and use data today. Students learn how interactions in the research process give managers and researchers confidence in the result.