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Increased
Coverage of Secondary Data and Customer Relationship Management
The authors provide students with the tools necessary to compete
with today’s business decision makers by including complete
coverage of current industry practice.
As a result of technological advances, today’s businesses
rely on secondary data for their research activities.
The book’s focus around this industry-wide practice
provides students with the best background possible to understand
data mining, data warehousing, and customer relationship management.
Custom Designed Website
The website to accompany Marketing Research, 2/e provides
classroom support for instructors and students. Instructors will find downloadable supplements such as the
Instructor’s Manual, PowerPoint, and computerized Test Bank
through Page Out, our course website builder.
Students can access quizzes for each chapter and online
support for their marketing research project.
For each stage of the project, from problem definition
to presentation, the site provides hyperlinks to text content,
exercises, examples, links to resources, and worksheets on
which to complete the project.
Additional examples and a case exercise are also found
on the site for each chapter.
SPSS Student Version 11.0
The book can be packaged with the newest version of SPSS.
This provides students access to the most current marketing
research software available.
An additional Data Set packaged with every book
Each text not only comes with the Backyard Burgers Data set,
but in the second edition, the authors provide students with
another data set, Deli Depot.
Backyard Burgers is a robust data set tied to the project
case found in the book.
The new data set, Deli Depot, is provided for those
who prefer to work with a smaller set of variables. |
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