If you are after a fantastic book covering the fundamentals of Market Research, with loads of great case studies, then I would recommend 'What's the Question' by Erik De Kort and Durk Bosma.  There are some great thoughts on framing questions well, and using target audiences effectively. I would recommend this for marketeers as well as insights professionals. 
Fiona Hall, ​Head of Insights UK&I at AkzoNobel Decorative Coatings at AkzoNobel

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I have stumbled upon the book, "What's the Question?" while researching for an end-to-end document for my employees to understand the basics of research. The book on the other hand exceeded my expectations, as it does not just explain the process in detail, but it provides information over the philosophy and how to approach a problem considering the big picture. In my opinion, this should be the way research will evolve and I strongly recommend this book to anyone who is willing to have a contemporary grasp at research and not get stuck with methodologies.
Batukhan Taluy, Founder Uservision, Istanbul

In 2011 two Dutch market researchers started writing. Their goal was to bridge the gap between what market research delivers and what marketing needs. In 2012 their book What's the Question? was first published in Dutch.  Almost any Dutch market researcher knows the book and many of them use it in their daily work. Several Dutch universities include the book in their curriculum. 

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In short, the authors provide a chrystal clear answer to the question 'What's the question?' (Max Kohnstamm, Tijdschrift voor Marketing) 

By employing a simple, still comprehensive and consistent language, ‘What's the question’ presents a 360 approach over all the MR tools today, helping especially to a wise selection among them and avoiding possible pitfalls down the road, via a large number of real case studies. Highly recommended. (Yiannis Karalis, Independent Market Research Consultant)

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About the writers

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Durk Bosma (1975)
Durk gets pumped when confronted by complex research questions for which a simple approach must be found.  He is an allround market researcher with ample experience in all areas of the business. He learned the trade at Research International and learned how insights are applied by marketers at Pepsi and KLM. In 2013 he was nominated 'Researcher of the year' by the Dutch trade organisation MOA. In 2017 he founded Insight & Impact, after having worked as  an entrepeneur in market research in several roles since 2005.

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Erik de Kort (1948)
​After a long career at the authoritative agency Research International, Erik has been an independent market research consultant for many years. He also teaches marketing and market research at Nyenrode New Business School Amsterdam. During his long career, there is not a subject or an industry that he has not researched.  

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A good book, pleasant and easy read, and highly recommended for being adopted in academia by those lecturers who are faced too often with student research projects ending up not being able to contribute too much to the initial client’s problem. (Chris de Meer, Lecturer in Marketing, Communication and Entrepreneurship)

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I am reading it in Dutch at the moment. Also very worthwhile, because to me the book describes a missing link, which in many researches is a trap but not recognised. This book shows exactly how to deal with this "trap". I congratulate Erik and Durk with this important book. Do yourself a pleasure and read it carefully. (Art Pickert, Teacher at InHolland University)