Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

Sample questions asked in the 8th edition of Basic Marketing Research (Book Only):

Consider the following statement: “The increase in sales is due to the new sales personnel recruited over the last several years. Sales of the new salespeople are up substantially, while sales for longer-term salespeople have not increased.” a. Identify the causal factor (X) and the effect factor (Y) in the above statement. b. Discuss the evidence that would be necessary to establish that factor (X) caused factor (Y) in the above statement.

What is an ambiguous question? A leading question? A question with unstated alternatives? A question with assumed consequences? A double-barreled question?

Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Record anything that you believe is relevant to the service provided to customers.