Marketing Research [antikvár]

As we did in the third edition, we have again asld that the preface to the first edition be included. Our concept of what a marketing research text should be was first stated there and, in our joint view, it is as applicable today as it was then. We hope that in this edition we come nearer to realizing the aspirations set forth in the original preface. This edition is a comprehensive revision that both updates and extends the topics covered in the third edition. In it, we have made a conscious effort to include even more examples of marketing problems whose solution was aided, or could have been aided, by applying one or more of the techniques that we discuss. Also new to this edition are several other changes which bear mentioning, as they make the text easier for instructors and students to use: • A more open, attractive design, including the functional use of a second color to highlight important material. • The addition of more real-world examples, and real-world applications throughout the text. • The inclusion of the latest up-to-date research information, based on the most recently available data. • A comprehensive glossary to assist students in understanding key concepts. EXPANDED PACKAGE FOR THIS EDITION Accompanying this new edition of Tull/Hawkins is, we believe, one of the most extensive support packages for a marketing research text currently available. It includes: Markstat Statistical Package We have responded to the increased attention given to microcomputers and their applicability in solving marketing problems with an integrated version of MARKSTAT, a microcomputer package developed for the marketing research course by Peter LaPlaca at the University of Connecticut. This software will be packaged with a student exercise manual which has been integrated with the data and underlying research concepts found in the Tull/Hawkins text. Data Disks For those who wish only to have the data from several cases and applications found in the text, these data are also available separately on computer disk to adopters. Student Study Guide A comprehensive student study guide which contains sample