Marketing Research in a Marketing Environment (The Irwin Series in Marketing)

This text is the first of its kind to successfully bridge the gap between the theory and practice of marketing research. This is accomplished through the continuous use of numerous examples and applications taken from actual companies. The authors also include several practical topics, such as the use of the library as an information system, methods of data collection such as scanner service and mall intercepts, discussion of issues involved in designing effective marketing research projects, MDSS, and the use of online secondary sources of information. The end result is a text that prepares students to be informed users of research data. It gives them an understanding of how the process is and should be conducted in a business environment to achieve the firm's objectives through modern market research. The text shows how the research function fits into the duties of a marketing manager.