商品簡介
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.
The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.
- New! To keep students apprised of the latest developments in market research, the authors have added cutting-edge topics such as online surveys in Chapter 10 and extensive coverage of data mining in Chapter 15.
- New! Many Opening Vignettes are new or substantially revised. Based on interesting and up-to-date examples from the world of business, these boxes engage students with coverage of high-profile companies such as Volvo, Eddie Bauer, and The Gap.
- New! Case in Point sections appear after the introduction of each major topic to reinforce key information with detailed examples. New cases include Amazon.com and McDonald's.
- New! Updated Research in Use boxes provide a variety of real-world examples?often featuring offbeat or unique scenarios?that in some instances have been researched firsthand by the authors. New boxes include a discussion of researchers who mine "blogs" for useful data and an exploration of how Hyundai measures marketing effectiveness in India.
- New! Several new End-of-Chapter Cases?including GM and Burger King?consider various companies' experiences obtaining and using marketing research.
- A comprehensive supplements program includes a wealth of instructor resources to aid in course preparation. Student resources include SurveyZ, an online survey program, and SPSS software. SPSS screen shots with brief tutorials provide students with step-by-step, easy-to-follow guidelines for using this important data analysis tool.
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