A Closer Look at Research

These boxes (1-2 per chapter) cover three topic areas—Using Technology, Small Business Implications, and In the Field—and are designed to expose students to current industry practice and issues.

Ethics

These boxes (1-2 per chapter) provide important examples of the many issues managers face when carrying out marketing research.

Global Insights

These text boxes encourage students to see the global implications and opportunities for marketing research around the world.

Definitions in the text margins

These short, succinct entries reinforce the key terms and their definitions to aid students in mastering the chapter concepts.

Marketing Research Illustrations

These examples, at the end of each chapter, provide students with real-world context to see how primary and secondary research is used by business decision-makers.

Experience the Internet

These end-of-chapter exercises provide students with hands-on experience using the World Wide Web for marketing research.

Directions to www.mhhe.com/hair

Throughout the text, the authors direct students to the book’s website to find additional examples, information, and opportunities for learning.

Data Sets packaged with each text

A CD containing 2 data sets is packaged with each textbook.  Backyard Burgers data set provides a robust set of variables to accompany the case in the textbook. Deli Depot is a data set provided for those who choose to use a smaller set of variables in their course.