Business Sustainable Development
PREFACE
The response to my graduate text Marketing Research: An Applied Orientation, Fourth Edition, has been truly gratifying, with more than 144 universities adopting the book in the United States. The book has been translated into Chinese, Spanish, Portuguese, Russian, French, and Hungarian, and an International Edition, a European Edition, and an Australian and New Zealand Edition have also been published. Basic Marketing Research: A Decision-Making Approach, Second Edition. attempts to build on this success, as well as the success of the First Edition, and carry it to the undergraduate level. This book is current, contemporary, illustrative, and sensitive to the needs of undergraduate students. I welcome the addition of Mark Peterson as a co-author.
AUDIENCE
The book is suitable for use in a basic marketing research course at the undergraduate level. The marketing research concepts and principles are presented at a basic level. The material is presented in a manner that is easy to read and understand. An abundance of diagrams, tables, pictures, illustrations, and examples help to explain the basic concepts, which are features that typically appeal to undergraduates. Other features designed for undergraduate students include an opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter summarizing the key concepts, extensive exercises (review questions, applied problems, and group discussion).
INSTRUCTOR 'S MANUAL
I have personally written the Instructor 's Manual so that it is very closely tied to the text. This manual is organized into three parts. Part One contains chapter notes and answers. The notes for each chapter contain opening questions, author 's notes, key terms and concepts, chapter outline, teaching suggestions, answers to Be an MR! and Be a DM!, Experiential Learning, and What Would You Do? scenarios, and answers to all end of chapter questions (review questions, applied
The response to my graduate text Marketing Research: An Applied Orientation, Fourth Edition, has been truly gratifying, with more than 144 universities adopting the book in the United States. The book has been translated into Chinese, Spanish, Portuguese, Russian, French, and Hungarian, and an International Edition, a European Edition, and an Australian and New Zealand Edition have also been published. Basic Marketing Research: A Decision-Making Approach, Second Edition. attempts to build on this success, as well as the success of the First Edition, and carry it to the undergraduate level. This book is current, contemporary, illustrative, and sensitive to the needs of undergraduate students. I welcome the addition of Mark Peterson as a co-author.
AUDIENCE
The book is suitable for use in a basic marketing research course at the undergraduate level. The marketing research concepts and principles are presented at a basic level. The material is presented in a manner that is easy to read and understand. An abundance of diagrams, tables, pictures, illustrations, and examples help to explain the basic concepts, which are features that typically appeal to undergraduates. Other features designed for undergraduate students include an opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter summarizing the key concepts, extensive exercises (review questions, applied problems, and group discussion).
INSTRUCTOR 'S MANUAL
I have personally written the Instructor 's Manual so that it is very closely tied to the text. This manual is organized into three parts. Part One contains chapter notes and answers. The notes for each chapter contain opening questions, author 's notes, key terms and concepts, chapter outline, teaching suggestions, answers to Be an MR! and Be a DM!, Experiential Learning, and What Would You Do? scenarios, and answers to all end of chapter questions (review questions, applied
Links: to other useful websites. The website is being enhanced continually. 2. Test Item File. Written by my co-author Mark Peterson, this valuable test item file contains a wide variety of tests for each chapter that allow you to create your own exams. 3. Video Cases. A set of videotapes containing these cases is available to adopters. The solutions to these cases are provided in the Instructor’s Manual and are also available on the Website. Professor Martha McEnally (UNC-Greensboro) wrote the video cases for the various Prentice Hall books from which some of these materials are drawn. 4. PowerPoint slides. These slides contain the pertinent materials, figures and all the tables for each chapter of the book. 5. A student version of SPSS and SPSS files for all the datasets used in the book. ACKNOWLEDGMENTS Several people have been extremely helpful in writing this Instructor’s Manual. My students, especially research assistants, Andrew Quisenberry, John Thomas, ands Ashutosh Patil have been very helpful in many ways. I want to acknowledge with great respect my parents, the late Mr. H. N. Malhotra and Mrs. S. Malhotra. Their love, encouragement, support, and the sacrificial giving of themselves have been exemplary. My heartfelt love and gratitude go to my wife Veena, and my children Ruth and Paul, for their faith, hope, and love. Most of all, I want to acknowledge and thank my Savior and Lord, Jesus Christ, for the many miracles He has performed in my life. I praise God and give Him all the glory. This book is, truly, the result of His grace __ "This is the Lord 's doing; it is marvelous in our eyes" (Psalm 118: 23). Naresh K. Malhotra