Basic Marketing Research has a unique focus on decision making, illustrating the interaction between marketing research and marketing management. It also emphasizes a hands-on approach, affording students several opportunities to experience these interactions through pedagogical tools such as the chapter opening vignettes, in-text features such as Be an MR! (marketing researcher) and Be a DM! (decision maker), Experiential Learning, What Would You Do?, and Research in Action. There are also numerous text and video cases, extensive review questions, applied problems, and group discussions.
Part 1 Introduction and Early Phases of Marketing Research
Part 2 Research Design Formulation
Part 3 Data Collection, Analysis, and Reporting
Part 4 Comprehensive Cases and Video Cases