Product Description: *Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.
*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.
*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.
* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.
* The latest version of SPSS is included in every new copy of the text.
* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.
The book that never arrived I ordered this book with a courier deliver at September 17. 2008. Today it is Oktober 19. 2008, and i have still not seen any sign of the book. I have already finished the purpose i needed it for, so it wouldnt help me much if it arrives any time in the future either....
Good, for a textbook I had to buy this for a class and haven't really read much of it. I found it to be really dense and I didn't really have the patience to read it all, but what I did read was good. So if you are really into marketing research and have the patience to read a marketing research textbook, this is a pretty good one.
Anything Goes Trivia
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