Features

Chapter objectives
Every chapter opens with a showcase of the chapter's learning goals. These tell you what you should be able to do after you have finished reading that chapter. They can be used as the foundation of exam revision by testing that you have mastered each chapter objective. For example, after reading Chapter 4, can you define environmental intelligence? Check your answer against the chapter summary.

Weblinks
Weblink icons in the margin flag the most important online market research resources available to the professional market researcher, and are accompanied by a screen-shot of the website being discussed and a summary of how it can be used. For example, develop your web research skills with About.com, a website which provides research tips and techniques for the new market researcher, profiled in Chapter 2.

Summary
The chapter summary distils the most important concepts discussed in the chapter and is aligned with the chapter objectives to reinforce learning. It is clear and succinct for easy reading and understanding.

Online cases
It is vital that you can think critically and use the theory you have learned to explain real world situations. At the end of every chapter you will find a link to an online case study (available at this website) that brings together all the concepts that you have learnt in the chapter. Discussion questions provide guidance and focus your attention on the issues.

Discussion questions
These short answer discussion questions give you an opportunity to think about and discuss the most important issues and concepts outlined in the chapter you've just read. They can be completed as an independent assignment or discussed with peers in a tutorial.

Internet projects
Designed to take your learning further, the Internet Project at the end of every chapter challenges you to complete an online market research assignment based on a more advanced and involved application of the concepts explored in the chapter. For example, consolidate and extend your understanding of personal intelligence by completing the Internet Project at the end of Chapter 3 and creating your own electronic newspaper. A true test in gathering and managing information from the Internet! Further reading Especially useful in the writing of essays, reports and the completion of practical assignments, the Further Reading list that appears at the end of every chapter provides you with details of the best books and articles on each chapter topic, ideal for further study.

2002 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.