MARKETING RESEARCH

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. Each chapter opens with a vignette based on interesting and up-to-date examples from the world of business, to illustrate key chapter concepts and set the stage for later discussions. A list of chapter objectives highlights major topics and issues that students should focus on while reading the chapter. At the end of each chapter, Questions for Review and Discussion, Application Exercises, and Internet Exercises provide a variety of activities designed to help students retain important information and practice applying key concepts. In addition, end-of-chapter cases include pertinent and compelling data with regard to various companies' experiences obtaining and using marketing research. Case in Point sections appear after the introduction of each major topic to reinforce key information with detailed examples. Research in Use boxes provide a variety of interesting real-world examples—often featuring offbeat or unique scenarios—that in some instances have been researched firsthand by the authors. A marginal glossary covers key terms within each chapter. Chapter 5, Using Geographic Information Systems for Marketing Research, devotes special attention to an important tool used in contemporary marketing research. The text includes Excel Appendixes for instructors and students who prefer to use Excel as a data analysis tool.