Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Report Writing and Presentation
Learning Objectives
  • Explore the importance of the written research report
  • Describe the organization of the four sections of the written report
  • Explain how to write a professional research report
  • Discuss how best to communicate information during an oral presentation
International Automakers Are Listening In

Ford, Chrysler, and Toyota all have a new way of researching consumers’ ...

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