Marketing Research: Text and Cases

Teach students the power of marketing with effective research strategies!

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results.

Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills.

Marketing Research offers all the course-planning extras you need, including:

• thorough instructor’s manual
• sample syllabus
• research project tips, assignments, and forms
• test bank with true-false and multiple choice questions
• also available: 20-30 PowerPoint slides per chapter

Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.