Marketing research

Synopsis

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.