When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today.
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms. *Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information. *Chapter-Opening Vignettes discuss prominent companies/products. *Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth. *Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash. *Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research. * SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package. * The latest version of SPSS is included in every new copy of the text. * Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.
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