Wydawnictwo: South-West Thomson Learning
Expect superior, balanced coverage of both qualitative and quantitative marketing
research with this market leading text from respected marketing authorities Dr.
Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for
today’s marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS,
10e, International Edition ensures your students develop a strong conceptual as
well as practical understanding of marketing research as it is practiced today.The
book’s thorough coverage of the six stages of the research process provides
a solid marketing research framework while addressing topics and tools of emerging
importance. New Qualtrics™ research activities and coverage of SPSS 17 provide
practice with some of the most popular online survey tools used in business today.
With its proven applications, clear presentation, and variety of timely cases, MARKETING
RESEARCH: METHODOLOGICAL FOUNDATIONS, 10e, International Edition serves as an exceptional
learning tool for today’s upper-level undergraduate and graduate students
now, and as an invaluable reference tool throughout your students’ professional
Proven “Questions to Guide your Learning” Learning Objectives ensure
students focus: Clear, focused Learning Objectives at the beginning of each chapter
increase student comprehension and ensure your students concentrate their efforts
on key marketing research skills.
Margin call-outs highlight key topics and skills: “Key Point” margin
notes further direct students’ attention to today’s most important market
“Research Realities” emphasize captivating examples from today’s
businesses: Actual real examples of research at work in marketing and business today
provide students with a realistic view of what to expect when they enter the real
Ethical dilemma activities help students apply their skills: Real ethical challenges
facing business today provide exceptional opportunities for students to apply what
they have learned regarding market research and the important role of ethics.
Variety of proven learning features ensure student comprehension: Discussion Questions,
Application Problems, End-of-Part Cases, and Chapter Appendixes reinforce learning
with hands-on practice and additional explanations to make certain each student
fully understands the most important topics in marketing research today.