Essentials of marketing research / Joseph F. Hair, Jr. [and three others].

Includes bibliographical references and index.

This book offers a wealth of pedagogical features, all aimed at answering the question positively. Below is a list of the major pedagogical elements available in the fourth edition:
? Learning Objectives. Each chapter begins with clear Learning Objectives that students can use to assess their expectations for and understanding of the chapter in view of the nature and importance of the chapter material.
? Real-World Chapter Openers. Each chapter opens with an interesting, relevant example of a real-world business situation that illustrates the focus and significance of the chapter material.
? Marketing Research Dashboards. The text includes boxed features in all chapters that act like a dashboard for the student to understand emerging issues in marketing research decision making.
? Key Terms and Concepts. These are boldfaced in the text and defined in the page margins. They also are listed at the end of the chapters along with page numbers to make reviewing easier, and they are included in the comprehensive marketing research Glossary at the end of the book.
? Ethics. Ethical issues are treated in the first chapter to provide students with a basic understanding of ethical challenges in marketing research. Coverage of increasingly important ethical issues has been updated and expanded from the second edition, and included online data collection ethical issues.
Chapter Summaries. The detailed chapter Summaries are organized by the Learning Objectives presented at the beginning of the chapters. This approach to organizing summaries helps students remember the key facts, concepts, and issues. The Summaries serve as an excellent studt guide to prepare for in-class exercises and for exams.
? Questions for Review and Discussion. The Review and Discussion Questions are carefully designed to enhance the self-learning process and to encourage application of the concepts learned in the chapter to real business decision-making situations. There are two or three questions in each chapter directly related to the Internet and designed to provide students with opportunities to enhance their digital data gathering and interpretative skills.
Marketing Research in Action. The short MRIA cases that conclude each of the chapters provide students with additional insights into how key concepts in each chapter can be applied to real-world situations. These cases serve as in-class discussion tools or applied case exercise.
Santa Fe Grill. The book's continuing case study on the Santa Fe Grill uses a single research situation to illustrate various aspects of the marketing research process. The Santa Fe Grill continuing case, including competitor Jose's Southwestern Cafe, is a specially designed business scenario embedded throughout the book for the purpose of questioning and illustrating chapter topics.