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This textbook is based on materials sourced from different practitioners from the world of research design, data collection, analysis, and interpretation. The author and her collaborators have also added materials to supplement the available literature.

In line with developments in the field, and feedback received from students and academics the second edition has several modifications:

• This is now a multi-authored book as the entire teaching team helped in putting together the second edition
• We adopted the ‘students as partners’ philosophy. Our student partners have contributed to the content of the book. They have also provided us with valuable feedback, which helped us in undertaking revisions
• This edition includes ‘new’ content that the authors feel is critical for all professionals to be familiar with. Additional chapters include ‘Use of census data’ and ‘Aboriginal research methods’ which have traditionally not been part of marketing research
• With its groundbreaking launch on November 30, 2022, by OpenAI – and its meteoric rise to 100 million users by January 2023 – ChatGPT is a revolution in the AI space. A marketing textbook is incomplete without acknowledging this new chatbot on the block! Our chapter on ‘Artificial Intelligence and information’ – as expected – is duly revised

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