In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.
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A. Parasuraman (PhD, Indiana University, Bloomington) is Professor and James W. McLamore Chair in Marketing at the University of Miami. He teaches and conducts research in the areas of services marketing, service quality measurement and improvement, and the role of technology in marketing to and serving customers. In 1988, he was selected as one of the "Ten Most Influential Figures in Quality" by the editorial board of The Quality Review. He has received a variety of teaching and research awards, including the Provost's Award for Scholarly Research at the University of Miami and the "Outstanding Marketing Educator Award" from the Academy of Marketing Science. The author of more than 100 journal articles and several books, Dr. Parasuraman has conducted numerous executive seminars and delivered keynote addresses in many countries.
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