Marketing Research

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In this text, the authors provide undergraduate and MBA students with a comprehensive introduction to marketing research, featuring global, technology, service, and small business examples. The book integrates technology tools and statistical analysis, emphasizes current research, and focuses on strategic applications. Each new copy includes SPSS software with data sets tailored to the examples and tutorials in the data analysis chapters. Chapters begin with engaging vignettes that illustrate key concepts, while chapter objectives outline the major topics for students to focus on. At the end of each chapter, a variety of activities, including Questions for Review and Discussion, Application Exercises, and Internet Exercises, help reinforce learning and application of key concepts. End-of-chapter cases present relevant data on companies' experiences with marketing research. Case in Point sections provide detailed examples to reinforce key information, and Research in Use boxes offer unique real-world scenarios, some researched firsthand by the authors. A marginal glossary defines key terms throughout the text. Notably, Chapter 5 focuses on Geographic Information Systems, an essential tool in modern marketing research. Additionally, Excel Appendixes are included for those who prefer using Excel for data analysis.