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 topics.
* ”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 world.
* 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.
