Robert P. Bush Bücher

This book departs from standard offerings by balancing primary and secondary information with the techniques that support them. It provides comprehensive coverage of essential research tools and skills needed by today's marketing researchers and business decision-makers. The text is rich in real-world examples, demonstrating the immediate value of marketing research. Key features include: - **A Closer Look at Research**: Boxes highlighting real-world issues, categorized into Using Technology, Small Business Implications, and In the Field. - **Ethics**: Sections addressing the ethical dilemmas faced by managers in market research. - **Global Insights**: Encouraging students to consider global implications and opportunities in marketing research. - **Marginal Definitions**: Short entries that reinforce key definitions for easier exam preparation. - **Marketing Research Illustrations**: Real-world examples contextualizing the material. - **Marketing Research Cases**: Practical exercises reflecting real-world scenarios. - **Experience the Internet**: Hands-on exercises for using the Web in marketing research. - **Backyard Burgers**: A data disk for solving statistical problems from the book’s last chapters. - **SPSS Student CD-ROM**: Software containing the Backyard Burgers dataset for analysis of variables and statistical techniques discussed. This text is designed to equip students with relevant skills and insights