This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside the United States. For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors (5 of them with international authorship), updated insight from industry professionals, and current information on how marketing research is being practiced today.

Chapter 1 Introduction to Marketing Research
Chapter 2 Explaining the Marketing Research Process
Chapter 3 Describing Characteristics of the Marketing Research Industry
Chapter 4 Defining the Problem and Determining Research Objectives
Chapter 5 Understanding Research Design
Chapter 6 Using Secondary Data and Online Information Databases
Chapter 7 Comprehending Standardized Information Sources
Chapter 8 Utilizing Exploratory and Qualitative Research Techniques
Chapter 9 Evaluating Survey Data-Collection Methods
Chapter10 Understanding Measurement in Marketing Research
etc.