內容簡介

1. Proven ""Questions to Guide your Learning"" Learning Objectives ensure students focus: Clear, focused Learning Objectives at the beginning of each chapter increase student comprehension and ensure your students concentrate their efforts on key marketing research skills.
2. Margin call-outs highlight key topics and skills: ""Key Point"" margin notes further direct students' attention to today's most important market research topics.
3. ""Research Realities"" emphasize captivating examples from today's businesses: Actual real examples of research at work in marketing and business today provide students with a realistic view of what to expect when they enter the real world.
4. Ethical dilemma activities help students apply their skills: Real ethical challenges facing business today provide exceptional opportunities for students to apply what they have learned regarding market research and the important role of ethics.
5. Variety of proven learning features ensure student comprehension: Discussion Questions, Application Problems, End-of-Part Cases, and Chapter Appendixes reinforce learning with hands-on practice and additional explanations to make certain each student fully understands the most important topics in marketing research today.