the industry to teach students how to make critical business decisions through the study of market research.  The authors’ practical approach and emphasis on being “real” has made this one of the world’s leading marketing research texts.  Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real-world case problems.  Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.

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