Marketing Research

Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.