*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms. *Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information. *Chapter-Opening Vignettes discuss prominent companies/products. *Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth. *Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash. *Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research. * SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package. * The latest version of SPSS is included in every new copy of the text. * Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.