For the undergraduate Marketing Research course.
Basic Marketing Research, 2e, emphasizes a hands-on orientation so undergraduate students learn by doing, balanced with a managerial orientation so they see how marketing research decisions influence marketing management decisions and vice-versa. All new videos cases help bring concepts to life. Incorporates SPSS® Student Edition 13.0 exercises with data sets, and the software is included with every copy of this text.
Hands-on applications and managerial orientation - Each chapter shows how marketing research decisions influence marketing management decisions and vice-versa. This interaction is illustrated through several pedagogical tools that emphasize hands-on learning such as the Opening Vignette, Be a MR!, Be a DM!, Experiential Learning, What Would You Do?, and Research in Action. Cases, video cases, review questions, applied problems, and group discussions further reinforce this interaction. The advantage: Students learn how marketing researchers apply the various concepts and techniques and how managers implement the findings in order to improve marketing practice.
Contemporary, integrated approach - Coverage of international marketing research, technology, and ethics in marketing research is integrated throughout the text rather than isolated in individual chapters; therefore, students see how the concepts discussed in each chapter can be applied to address the salient issues in these important and contemporary areas.
Statistical data analysis - Data analysis procedures are illustrated with respect to SPSS, SAS, MINITAB, and EXCEL, along with other popular computer programs. However, the emphasis is on SPSS, of which Student Version 13.0 is included with each copy of this text. Detailed, step-by-step instructions are given for running the various statistical procedures using SPSS. SPSS files are provided for all datasets and outputs. Detailed steps are also given for EXCEL.
OTHER KEY POINTS OF DIFFERENTATION
Consistent chapter structure - To facilitate learning, each chapter opens with a diagram that gives the focus of that chapter, its relationship to the previous chapter(s), and its relationship to the marketing research process. Also included is a diagram that provides an overview of the chapter, showing the major topics and linking them to figures and tables.
Real world illustrations - Research In Action sections in each chapters showcase marketing research as it's done by real-world companies. They explain the kind of marketing research used to address specific managerial problems and the decisions that were based on the findings. Where appropriate, the sources cited have been supplemented by additional marketing research information to enhance the usefulness of these examples.
Video cases - Available to adopting instructors. The cases bring concepts to life and include questions for a classroom setting.