The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mapping sentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.