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.

*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.
*Chapter 5, Using Geographic Information Systems for Marketing Research, devotes special attention to an important tool used in contemporary marketing research.