Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, balances a reader-friendly, accessible approach with an ideal level of topical coverage. Students learn how to convert marketplace data into actionable marketing information using the two dominant approaches -- behavioral data that exists and customer insights gathered for a specific purpose -- while chapter content merges these approaches in an ongoing example in the analysis section. Students review and work with data from multiple sources, including consumer communication and consumer behavior observed via technology. An overview details how organizations obtain and use data today. Students learn how interactions in the research process give managers and researchers confidence in the result. Readers review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. Updated MindTap assessments and case studies help students apply market research skills through experiential learning activities.
