This text investigates the integration of computer-assisted methodologies into the standard framework of marketing research. Authors D. A. Schellinck and Robert N. Maddox provide a structured approach to utilizing computational tools to streamline data collection, processing, and interpretation. The book establishes a bridge between traditional marketing theory and the technical requirements of software-driven analysis.

Experts identify this as a foundational text for students and practitioners transitioning from manual research methods to digital workflows. Readers frequently note the technical density of the prose, which assumes a baseline familiarity with both marketing principles and basic computing concepts.