The book is suitable for use in a basic marketing research course at the undergraduate level. Basic marketing research concepts and principles are presented so that they are easy to read and understand. An abundance of diagrams, tables, pictures, illustrations, and examples help to explain the concepts. Other features designed for undergraduate students include an opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter sumarizing the key concepts, extensive assinment material (questions, problems, and Internet and computer exercises), and activities (role playing, field work, and group discussion).
Part 1 Introduction and early phases of marketing research
Part 2 Research design formulation
Part 3 Data collection, analysis, and reporting
Part 4 Comprehensive