Gives a “learning by seeing” perspective on real-world marketing research practice “Nuts and bolts” examples of how marketing research is performed and features new techniques such as neuromarketing Reveals that marketing researchers are aware of ethical dilemmas and seek to act honorably
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Situations that show how ethical marketing researchers behave using the actual code of marketing research standards adopted by the Marketing Research Association Illustrates how the technique or theory should be applied or gives some hints on ways to use it effectivelyĮxamples of global marketing research in actionįosters awareness that over one-half of marketing research is performed in international markets
“War stories” and recommendations from seasoned practitioners of marketing research Previews the material in the textbook by showing you how it is used in marketing researchĬurrent insights from industry professionals Features to make reading more interesting FEATUREĮach chapter begins with a short description of a marketing research company’s features or an organization’s services such how firms deal with survey data quality. If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approval of the Publisher or Author.Ī Brief Guide to Getting the Most from This Book 1. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. This is a special edition of an established title widely used by colleges and universities throughout the world. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version. For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools.
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