Basic Marketing Research Applications to Contemporary Issues

9780133768565

0133768562

WHEN STUDENTS SPEAK -- WE LISTEN.When they asked for an accessible undergraduate market research textbook that would help them succeed, we answered -- with Basic Marketing Research: Applications to Contemporary Issues. This text was developed with those students in mind. Your students. The ones who want a practical and intelligible perspective on today's critical issues in market research. With current content and powerful learning tools, this text delivers exactly what your students are asking for: Chapter-opening vignettes and questionsdraw students into each new topic while setting up chapter concepts. Chapter-opening diagramslay out the big picture. These diagrams illustrate the breakdown of each chapter, the relationships between topics from chapter to chapter, and the connection between the material and the market research process as a whole. Real-life examplesshow market research in action as managers use it to solve problems and to make decisions. Brief, current cases and video casesbring market research to life. Use them in class, as homework assignments, or on exams. "Internet Applications"illustrate the relationships between the Internet and each step of the marketing research process. "Internet and Computer Exercises" teach students to apply chapter concepts to real-world situations. Simple acronymsincluded throughout the text help students remember important concepts. Data analysis proceduresare illustrated with respect to SPSS, SAS, MINITAB, EXCEL, and other popular programs. Put the power of real-world software into your students' hands with one of the most frequently used market research packages on the market! Packaged with every text. FINALLY -- A MARKET RESEARCH TEXTBOOK WITH YOUR UNDERGRADUATE STUDENTS IN MIND!ACCESSIBLE. INTELLIGIBLE. STUDENT-FRIENDLY.BASIC MARKETING RESEARCH: APPLICATIONS TO CONTEMPORARY ISSUES