· Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
· Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted.
· Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material.
· Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.
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