Marketing Research: An Applied Orientation 6/e

　　NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research.

　　NEW! Running Case on Dell with Real Data. Case 1.1 featuring Dell is a new running case with questions on each and every chapter that are placed at the chapter’s close. This case is another way to see the links between chapters and trace the entire marketing research process throughout the text.

　　New and Updated Comprehensive Cases with Actual Questionnaires and Real Data. Two comprehensive cases feature actual questionnaires and real data collected by prominent marketing research firms. These cases are 4.1 JP Morgan Chase (new) and 4.2 Wendy’s (updated) both of which have questions on all the chapters. This edition also features three additional data analysis cases with actual questionnaires and real data: 3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark.

　　NEW! Video Cases. A video case follows each chapter of the text and contains questions pertaining to that chapter and the previous chapters.