Marketing Research: A Practical Approach for the New Millennium (Irwin/McGraw-Hill Series in Marketing)

This book, which represents a departure from the standard offerings for this course, is distinctive in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical information research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, it is so replete with real-world material that it allows students to see the immediate value of marketing research.

Features:

A Closer Look at Research: These boxes (1 or 2 per chapter) come in three varieties; Using Technology, Small Business Implications, and In the Field; and are intended to expose students to some real-world issues.

Ethics: These boxes (1 or 2 per chapter) are intended to make students aware of the ethical issues that face managers charged with carrying out market research.

Global Insights: These boxes (1 or 2 per chapter) are intended to encourage students to see the global implications of and opportunities for marketing research.

Marginal Definitions: These short, succinct entries (10 to 12 per chapter) reinforce the definitions provided in the narrative and make reviewing for exams easier.

Marketing Research Illustrations: These examples (1 per chapter) provide a further real-world context.

Marketing Research Cases: These exercises (1 per chapter) are yet another illustration of the real-world nature of this text.

Experience the Internet: These exercises (1 to 2 per chapter), which are a part of the end-of-chapterquestions, give students hands-on experience in using the Web for marketing research.

Backyard Burgers: This data disk (which will be placed in each copy of the book) allows students to work problems associated with the statistical material in the last four chapters.

SPSS Student CD-ROM: This powerful software from SPSS contains the data set from Backyard Burgers and allows analysis of the variables and statistical techniques covered in the book. A CD-ROM is placed in each copy of the specially priced SPSS Student Version of the text.