This work emphasizes the use of market research in managerial decision making. It discusses the market research process and presents a complete market research project from start to finish to show students what market research looks like. The authors deal with technical aspects of market research so that students can apply research procedures to real applications. It includes: examples of international marketing; results of a 1994 survey of marketing research practice; 14 cases including Nestle, Kelloggs, European Alcohol Research Foundation and Cosmopolitan Magazine; and marketing research databases containing results from actual marketing research studies.
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