This is my most frequently asked question.

In my opinion, any book about marketing research is ok. Always remember, understanding your customers is a business philosophy instead of a method. I would suggest paying more attention to the question "why should I conduct marketing research?", instead of the question "How can I conduct a survey?"

But a good book will certainly help you make the research smoother. I would recommend the book How to conduct your own survey, written by Priscilla Salant and Don A. Dillman and published by John Wiley & Sons, Inc. It gives step by step instructions of a research process.