A Functional Approach to Marketing Research is intended for business owners, decision makers and managers who want to conduct marketing research but believe it is cost prohibitive. The book demonstrates how to get the appropriate information in a cost effective manner. The fundamental theme suggests that undertaking a specific and applied marketing research agenda does not have to be cost prohibitive or complicated. Often, the marketing research professionals imply that to undertake meaningful research activity, it requires specialized training and software. Any firm can perform accurate and meaningful research without engaging in high level statistical analysis, sophisticated surveys, or an expensive paid staff. The aim of this book is to give readers the confidence to start thinking about marketing research in a context most favorable to their current situation and to not be intimidated by the apparent complexity and perceived costs.