Marketing research can be a daunting subject. The mere mention of inferential statistics or statistical significance causes many students' eyes to glaze over. This is largely because most texts spend too little time teaching students the basic concepts before plunging into the analysis of data and the associated mathematical formulae. In Marketing Research, now in its second edition, the authors provide a gentle introduction to the basic concepts of research. Only once students are sufficiently grounded in the foundational concepts does the text move to a more advanced level.