We strive to deliver the best value to our customers and ensure complete satisfaction for all our textbook rentals.
You can return your online books for any reason within our refund period – no questions asked.
Every order is available for express shipping, and return shipping is always free.
You'll be happy with the quality of your books (or we'll ship you another one on our dime).
You can extend your rental up to 14 days – at the same cheap daily rental rate.
If you decide to keep the book it will never cost more than the purchase price.
As always, you have access to over 5 million titles. Plus, you can choose from 5 rental periods, so you only pay for what you’ll use. And if you ever run into trouble, our top-notch U.S. based Customer Service team is ready to help by email, chat or phone.
Supplemental materials are not guaranteed for used textbooks or rentals (access codes, DVDs, workbooks).
Basic Marketing Research (The Dryden Press series in marketing)
by:Gilbert A. Churchill
This best-selling introductory text breaks the complex maze of marketing research down into seven straightforward stages. A managerial emphasis, new photo essays, profiles of marketing research professionals, and real research studies provide excellent views of modern practice in the field. Features: * A managerial emphasis makes a stronger connection...
This best-selling introductory text breaks the complex maze of marketing research down into seven straightforward stages. A managerial emphasis, new photo essays, profiles of marketing research professionals, and real research studies provide excellent views of modern practice in the field. Features: * A managerial emphasis makes a stronger connection between the way problems are analyzed and defined and the types of research employed to support good decision making. * Twenty-eight end-of-part cases help students develop evaluation skills as they examine each stage of the research process. * In-text examples help students learn chapter material by illustrating concepts in an interesting manner. * A data disk contains raw data for three of the cases, giving students firsthand experience in analyzing statistical problems using the computer. * "Research Windows" provide a view of what is happening in the field of marketing research. Some explore what is going on at specific companies, while others offer how-to tips or describe influential marketing research pioneers. * Chapter 2 provides an overview of the various ways of gathering marketing intelligence. The increased importance of decision support systems in providing business and competitive intelligence has been substantially updated. * A modular design enhances teaching flexibility by placing some of the more difficult material in appendices immediately after each chapter. * An appendix on ethics following Chapter 3 discussed different ethical frameworks for viewing marketing research techniques and sets the stage for the intergrated "Ethical Dilemma" boxes. * "Ethical Dilemma" boxes appear throughout the text to help students appreciate the social consequences of particular company practices. * Coverage of the use of internal data such as sales reports and prior studies is included in Chapter 7. Another appendix examines major government and private suppliers of data organized in a new structure by type of problem. * A real research study conducted by NFO research, Inc. (Chapters 19,20,21) is used to generate a number of discussion questions and problems for the chapters, giving students the opportunity to work with "live" data. New to this edition: * Most of the "Ethical Dilemma" boxes are new. * One-third of the cases are new. * Profiles of marketing research professionals have been updated with the latest information. * Examples throughout the text have been extensively revised.
Since launching the first textbook rental site in 2006, BookRenter has never wavered from our mission to make education more affordable for all students. Every day, we focus on delivering students the best prices, the most flexible options, and the best service on earth. On March 13, 2012 BookRenter.com, Inc. formally changed its name to Rafter, Inc. We are still the same company and the same people, only our corporate name has changed.