In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multibillion-dollar marketing research industry has largely failed. The book shows you exactly why it's failed and how it must change. Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to help you solve marketing problems and capitalize on marketing opportunities and not merely be a source of data.

The logical steps required to do marketing research right are simply and clearly described in the book. Cases from the author's extensive experience show you how his problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used.

The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.