Running Case on Dell with Real Data helps students see the links between chapters and trace the entire marketing research process throughout the text. Comprehensive Cases with Actual Questionnaires and Real Data let students see concepts in practice in the real world. Hands-on exercises allow students to act out the research concepts discussed in the chapter. Scenarios present a real-life marketing situation and ask students to assume the role of a consultant and recommend appropriate marketing research and management decisions. Critical-Thinking Cases, End-of-Chapter Review Questions and Exercises, Applied Problems, and Group Discussions embody the principles of critical thinking and help students learn, apply, and practice concepts. These principles include Socratic questioning, critical reading and writing, higher order thinking, and assessment, and have been designed based on the guidelines provided by the Foundation for Critical Thinking. Vignettes featuring real companies profile a wide range of businesses, making the material relevant to students. Short, integrated, managerially-oriented exercises give students the opportunity to do research on the Internet and play the roles of marketing researcher and marketing manager. A real-life project covers all aspects of marketing research and is used as a running example throughout the text. Conducting a Live Marketing Research Project, at the end of each chapter, shows instructors how to implement one or more live marketing research projects in the course. Extensive coverage on research application and SPSS, SAS, and Microsoft® Excel® Marketing Research and Social Media promotes group discussion about this vital domain that complements traditional marketing research. Integration of Mobile Marketing Research allows students to further analyze this pioneering and pervasive field. Cases contain real data sets so students can see marketing research in play in the real world. Additional data analysis procedures are illustrated with respect to Excel and Minitab, along with other popular computer programs