Focuses on students as managers, not practitioners, of marketing research. This book addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. It is designed for instructors who prefer a more brief introduction to marketing research topics.

Product Description: Marketing Research deals with the design, collection, analysis, and reporting of data relevant to a firm's current and future needs. The trend in Marketing Research, aside from using the Internet to quickly capture marketing data, is the focus on the marketing research student as a manager of marketing research and not actually a practitioner of marketing research...read more

Product Description: CB, a unique book for your consumer behavior course, began with you. We asked you, the students, through conversations, focus groups, surveys, and interviews, how you learn best. Based on your answers and input from faculty, we took your solutions--brief chapters, MP3 files, even quizzing--and built it into the most innovative approach to teaching and learning consumer behavior today...read more