For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.Marketing Research:An Applied Orientation,5e allows students to actually experience the interaction between marketing research and marketing decision-making.

Harvard Business School Cases:Five Harvard Business School cases have been added to the Fifth Edition. For each case, we provide comprehensive questions on each chapter of the book (except the data analysis chapters) as well as answers to these questions. These questions and answers can be found in the Instructor's Manual and on the Web site for this book. Students can purchase these cases directly from Harvard Business Online: http://harvardbusinessonline.hbsp.harvard.edu.

Cases with REAL Data:Several cases have been added containing real data sets.The data sets for these cases are real and obtained in actual surveys conducted by disguised companies.

Updated Video Cases:Carefully written from a marketing research perspective,these cases also include video questions located at the end of each Part.Solutions are provided in the Instructor's Manual.