Basic Marketing Research, 4th edition

An array of pedagogical tools encourage students to learn by actually doing marketing research

• Activities, including What Would You Do?, Be an MR!, Be a DM!, Experiential Learning, and Research in Action help students gain hands-on marketing research experience.
• Research in Action examples. Found in each chapter, these examples describe in detail the kind of marketing research used to address real-life, specific managerial problems and the decisions that were based on those findings.
• Live Research: Conducting a Marketing Research Project. Toward the end of each chapter, these sections show students how to implement one or more live marketing research projects in the course. The flexible design of these projects accommodates a variety of organizations and formats.

Organized to give students a framework for learning

• Text structure. The three parts of the book are based on the six-step framework of marketing research.
• Chapter structure. Each chapter opens with diagrams and questions.

Additional features to aid student learning

• Video Cases. Following each chapter, these cases are written from a marketing research perspective and offer questions pertaining to the current chapter's material, along with that of the previous chapters. Cases are written to be used in a stand-alone format (without seeing the video) or to accompany the video.
• Ethics in Marketing Research boxes present the salient ethical issues involved with the chapter material. Implementation of the concepts of that chapter are discussed from the perspectives of four stakeholders (the client, the marketing research firm, respondents, and the general public).
• Technology in Marketing Research sections cover the role and impact of technology in implementing the chapter concepts while conducting marketing research.
• International Marketing Research sections reflect the global nature of the world marketplace and describe how the chapter's concepts should be implemented while conducting marketing research in an international setting.
• A contemporary focus. The text illustrates the applications of marketing research using current topics such as customer value, satisfaction, loyalty, customer equity, brand equity and management, and more, while covering a diversity of products and companies that are of interest to undergraduates.
• Chapter-Opening Questions and Vignettes engage students' curiosity. Opening Vignettes are used as a running example throughout the chapter.
• Chapter-Opening Diagrams provide the focus of each chapter, its relationship to chapters previously covered, and its relationship to the marketing research process. The author also includes a diagram with an overview of the chapter, showing major topics and linking them to figures and tables.

Pearson eText benefits for your students

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