by Philip Kotler
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by David Jobber
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For the undergraduate level 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.
From the Back Cover
WHEN STUDENTS SPEAK — WE LISTEN.
When they asked for an accessible undergraduate market research textbook that would help them succeed, we answered — with Basic Marketing Research: Applications to Contemporary Issues. This text was developed with those students in mind. Your students. The ones who want a practical and intelligible perspective on today's critical issues in market research. With current content and powerful learning tools, this text delivers exactly what your students are asking for:
- Chapter-opening vignettes and questions draw students into each new topic while setting up chapter concepts.
- Chapter-opening diagrams lay out the big picture. These diagrams illustrate the breakdown of each chapter, the relationships between topics from chapter to chapter, and the connection between the material and the market research process as a whole.
- Real-life examples show market research in action as managers use it to solve problems and to make decisions.
- Brief, current cases and video cases bring market research to life. Use them in class, as homework assignments, or on exams.
- "Internet Applications" illustrate the relationships between the Internet and each step of the marketing research process. "Internet and Computer Exercises" teach students to apply chapter concepts to real-world situations.
- Simple acronyms included throughout the text help students remember important concepts.
- Data analysis procedures are illustrated with respect to SPSS, SAS, MINITAB, EXCEL, and other popular programs.
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