This introduction to research and data analysis for graduate students in MBA programs presents an overview of the research process, and offers instruction in research study design, data sources and collection, and analysis and presentation. The fifth edition features chapter previews, vignettes highlighting the human side of research, key terms, discussion questions, and new material on ethics and global communication. Appendices offer business reference tools, RFP assessment and contents, and a sample student term project. This text offers students and instructors thorough coverage of business research topics backed by solid theory. The authors are successful marketing research consults and that is evident in the rich and realistic case studies found in the text. Managerial decision making is the underlying theme, topics and applications are presented and organized in a manner that allow students to thoroughly understand business research topics and functions. Consequently, the structure of the text encourages and supports completion of an in-depth business research project during the semester.