Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

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.

Never HIGHLIGHT a Book Again Includes all testable terms, concepts, persons, places, and events. Cram101 Just the FACTS101 studyguides gives all of the outlines, highlights, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanies: 9780872893795. This item is printed on demand.

Designed for undergraduate courses in marketing research. Written from the perspective of users of marketing research, this text presents concepts and principles at a basic level. It includes exercises and activities as well as short and long case studies.