This book will be useful to those interested in information-based decisions, practitioners and students of management, in both the public and private sectors. The book covers both secondary and primary data, and it encompasses our move to interest in big data, as well as making the most of small-sample qualitative studies. In this context, it puts sampling into context and gives insight into the appreciation of validity. The section on analysis suggests practical approaches to presenting results based on descriptive outcomes and multivariate analysis to understand market segmentation. The book clearly draws on a wealth of experience, it is credible, understandable, and I would recommend it to anyone undertaking marketing information gathering.