Integrated Perspective: Rather than abstract discussions, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition uses cases and examples to explain each aspect and stage of the marketing research process for a deeper, more comprehensive understanding. * Managerial, Detailed Approach: This high-level approach delivers exceptionally detailed coverage of research methods, particularly for "data-driven marketing," a must-know subject in marketing research today. * Helpful Data Sets and Instructor Slides: Assign complete data sets from cases to student teams and use classroom-tested PowerPoint® lessons to enhance your lessons. * Comprehensive Statistical Techniques: Cover all essential statistical techniques used in marketing research--starting with basic summary statistics, through regression, and ending in state-of-the-art methods--with the most complete and modern text on the market. * "Special Expert" Features: Interviews of world-class scholars and industry leaders show students how marketing research applies to ongoing, real-world projects.