Marketing Research, 4/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters. The text is concise, highly readable and value-priced, yet it delivers the basic knowledge needed for an introductory text. The authors provide the student with an exciting, up-to-date text and an extensive supplement package.
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This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.From the Back Cover:
Key Benefit: Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research. Key Topics: Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest information, many more examples, and tie-ins to the Internet where appropriate. It also includes updates of Marketing Research Insights; Global Marketing Research Insights; and Ethical Issues in Marketing Research. Market: A valuable reference of marketing research for all professional marketers, including researchers, marketing professionals, and advertising professionals.
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