Book Description
The direction of Marketing Research, 2e heads towards a more application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. In addition to this distinction, the focus of the new edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow’s marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

The publisher, Prentice Hall Business Publishing
This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States. –This text refers to an out of print or unavailable edition of this title.

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