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Copyright, ii
Preface to the Sixth Edition, xvii
About the Authors, xxvii
Chapter 1. Introducing Marketing Research, 2
The Relationship of Marketing Research to Marketing, 4
The Importance of Philosophies and the Philosophy We Call “The Marketing Concept”, 6
The “Right Marketing Strategy”, 8
Defining Marketing Research?, 9
What Is the Purpose of Marketing Research?, 10
What Are the Uses of Marketing Research?, 12
Identifying Market Opportunities and Problems, 12
Generate, Refine, and Evaluate Potential Marketing Actions, 13
Monitor Marketing Performance, 13
Improve Marketing as a Process, 13
Classifying Marketing Research Studies, 13
The Marketing Information System (MIS), 15
Components of an MIS, 15
Becoming Familiar with This Book, 17
Summary, 17
Key Terms, 18
Review Questions/Applications, 18
Case 1.1 Marketing Research and the Movie Industry: Starlight Films, 19
Case 1.2 Your Integrated Case: Advanced Automobile Concepts, 20
Chapter 2. Explaining the Marketing Research Process, 22
The Marketing Research Process, 24
The Process: 11 Steps, 24
Step-by-Step Process: Some Words of Caution, 25
Introducing “Where We Are”, 25
Step 1: Establish the Need for Marketing Research, 25
Company Policy Regarding the Use of Marketing Research, 26
When Is Marketing Research Not Needed?, 27
Step 2: Define the Problem, 29
Step 3: Establish Research Objectives, 30
Step 4: Determine Research Design, 30
Step 5: Identify Information Types and Sources, 31
Step 6: Determine Methods of Accessing Data, 32
Step 7: Design Data-Collection Forms, 34
Step 8: Determine Sample Plan and Size, 34
Step 9: Collect Data, 34
Step 10: Analyze Data, 35
Step 11: Prepare and Present the Final Research Report, 36
Some Final Comments on the Marketing Research Process, 36
Summary, 36
Key Terms, 37
Review Questions/Applications, 37
Case 2.1 Is there a Hybrid Automobile in Your Future?, 38
Case 2.2 Your Integrated Case: Advanced Automobile Concepts, 39
Chapter 3. Describing Characteristics of the Marketing Research Industry, 40
The Marketing Research Industry, 42
Evolution of the Industry, 42
Tracking Revenues in the Marketing Research Industry Today, 43
“The Honomichl Top 50”, 43
Classifying Firms in the Marketing Research Industry, 47
Internal Suppliers, 47
External Suppliers, 50
Challenges Facing the Marketing Research Industry, 55
Issues with the Economy, 55
The Lifeblood of the Industry—Consumer Cooperation, 55
Marketing Research No Longer Represents the “Voice of the Consumer”, 56
Marketing Research is Parochial, 57
Marketing Research Operates in a “Silo”, 57
Marketing Research is Too Tool-Oriented, 58
Marketing Researchers Should Speed Up Marketing Research by Using Information Technology, 58
Other Criticisms of Marketing Research, 59
Certification and Education: Means to Improving the Industry, 59
Ethics and Marketing Research, 62
Your Ethical Views Are Shaped by Your Philosophy: Deontology or Teleology, 64
Ethical Behavior in Marketing Research is a Worldwide Issue, 65
Summary, 72
Key Terms, 73
Review Questions/Applications, 73
Case 3.1 ABR Marketing Research, 74
Case 3.2 Your Integrated Case: Advanced Automobile Concepts, 76
Appendix A. Careers in Marketing Research, 77
Chapter 4. Defining the Problem and Determining Research Objectives, 82
What Is “The Problem” and the “Research Objective”?, 84
Problem, 84
The Research Objective, 84
Establishing the Need for Marketing Research, 86
When Is Marketing Research Not Needed?, 86
The Importance of Properly Defining The Problem, 87
A Process for Defining the Problem and the Research Objectives, 88
Sources of Problems, 88
Two Sources of Problems, 88
Recognizing the Problem, 90
Systems Needed to Recognize Sources of Problems, 90
The Role of Symptoms in Problem Recognition, 91
Problem Definition, 91
The Role of the Researcher in Problem Definition, 92
Conduct a Situation Analysis, 95
Validate the Symptoms of the Problem, 95
Determine the Probable Cause(s) of the Symptom, 96
Specification of the Decision, 96
Specify Decision Alternatives That May Alleviate the Symptom, 96
Consequences of the Alternatives, 98
Identify the Manager’s Assumptions About the Consequences of the Alternatives, 98
Assess the Adequacy of Information on Hand to Specify Research Objectives, 99
Research Objectives, 100
Defining Research Objectives, 100
Completing the Process, 104
Action Standards, 104
Impediments to Problem Definition, 105
Failure to Change Behavior for Problem-Definition Situations, 105
Differences between Managers and Researchers, 107
Formulate the Marketing Research Proposal, 107
Problem Statement, 107
Research Objectives, 107
Detail the Proposed Research Method, 108
Timetable and Proposed Budget, 108
Summary, 108
Key Terms, 109
Review Questions/Applications, 109
Case 4.1 The Civic Agency Initiatives Project, 110
Case 4.2 Your Integrated Case: Advanced Automobile Concepts, 112
Chapter 5. Understanding Research Design, 114
Research Design, 117
The Significance of Research Design, 117
Three Types of Research Designs, 117
Research Design: A Caution, 118
Exploratory Research, 118
Uses of Exploratory Research, 119
Methods of Conducting Exploratory Research, 120
Descriptive Research, 123
Causal Research, 129
Experiments, 130
Experimental Design, 131
How Valid Are Experiments?, 133
Types of Experiments, 135
Test Marketing, 137
Types of Test Markets, 137
Consumer Versus Industrial Test Markets, 139
“Lead Country” Test Markets, 140
Selecting Test Market Cities, 140
Pros and Cons of Test Marketing, 141
Summary, 142
Key Terms, 142
Review Questions/Applications, 143
Case 5.1 Quality Research Associates, 144
Case 5.2 Your Integrated Case: Advanced Automobile Concepts, 145
Chapter 6. Using Secondary Data and Online Information Databases, 146
Secondary Data, 148
Primary Versus Secondary Data, 148
Uses of Secondary Data, 148
Classification of Secondary Data, 150
Internal Secondary Data, 150
Internal Databases, 150
External Secondary Data, 152
Advantages of Secondary Data, 154
Secondary Data Are Obtained Quickly, 154
Secondary Data Are Inexpensive Relative to Primary Data, 154
Secondary Data Are Usually Available, 155
Secondary Data Enhance Primary Data, 155
Secondary Data May Achieve the Research Objective, 155
Disadvantages of Secondary Data, 155
Incompatible Reporting Units, 155
Measurement Units Do Not Match, 157
Class Definitions Are Not Usable, 157
Data Are Outdated, 157
Evaluating Secondary Data, 157
What Was the Purpose of the Study?, 158
Who Collected the Information?, 158
What Information Was Collected?, 159
How Was the Information Obtained?, 160
How Consistent Is the Information with Other Information?, 160
Locating Secondary Data Sources, 161
Search Strategies Used for Searching Online Information Databases, 164
Boolean Logic, 164
Field Searching, 164
Proximity Operators, 165
Truncation, 165
Nesting, 165
Limiting, 165
Key Sources of Secondary Data for Marketers, 166
The Census of the Population, 166
Census 2010, 168
The American Community Survey, 168
Other Government Publications, 168
North American Industry Classification System (NAICS), 168
Survey of Buying Power, 170
Lifestyle Market Analyst, 171
Summary, 171
Key Terms, 172
Review Questions/Applications, 173
Case 6.1 Apple Supermarkets, Inc., 174
Case 6.2 Your Integrated Case: Advanced Automobile Concepts, 175
Chapter 7. Comprehending Standardized Information Sources, 176
What Is Standardized Information?, 178
Advantages and Disadvantages of Standardized Information, 179
Syndicated Data, 179
Standardized Services, 180
Applications of Standardized Information, 180
Measuring Consumer Attitudes and Opinion Polls, 180
Defining Market Segments, 181
Conducting Market Tracking, 191
Monitoring Media Usage and Promotion Effectiveness, 193
Single-Source Data, 197
Summary, 199
Key Terms, 200
Review Questions/Applications, 200
Case 7.1 Entertainment Research, 201
Case 7.2 Premier Products, Inc., 203
Case 7.3 Your Integrated Case: Advanced Automobile Concepts, 205
Chapter 8. Utilizing Exploratory and Qualitative Research Techniques, 206
Quantitative, Qualitative, and Pluralistic Research, 209
Observation Techniques, 211
Appropriate Conditions for the Use of Observation, 214
Advantages of Observational Data, 214
Limitations of Observational Data, 215
Focus Groups, 215
How Focus Groups Work, 216
Online Focus Groups, 218
Advantages and Disadvantages of Focus Groups, 218
When to Use Focus Groups, 219
Some Objectives of Focus Groups, 220
Operational Consideration, 220
Other Qualitative Research Techniques, 223
Depth Interviews, 223
Protocol Analysis, 224
Projective Techniques, 224
Ethnographic Research, 229
Physiological Measurement, 231
Other Qualitative Research Techniques, 232
Summary, 233
Key Terms, 234
Review Questions/Applications, 234
Case 8.1 The College Experience, 235
Case 8.2 Your Integrated Case: Advanced Automobile Concepts, 237
Chapter 9. Evaluating Survey Data-Collection Methods, 238
Advantages of Surveys, 241
Surveys Provide for Standardization, 241
Surveys are Easy to Administer, 241
Surveys Get “Beneath the Surface”, 242
Surveys are Easy To Analyze, 242
Surveys Reveal Subgroup Differences, 242
Understanding New Survey Data-Collection Methods, 243
Four Alternative Modes of Data Collection, 243
Person-Administered Surveys (With No or Minimal Computer Assistance), 245
Computer-Administered Surveys, 247
Self-Administered Surveys (Without Computer Assistance), 248
Mixed-Mode Surveys, 249
Comparisons of the Four Data-Collection Modes, 251
Descriptions of Data-Collection Methods, 252
Person-Administered Interviews, 253
Computer-Administered Interviews, 258
Self-Administered Surveys, 261
Choice of Survey Method, 264
How Much Time Is There for Data Collection?, 265
How Much Money Is There for Data Collection?, 266
What Type of Respondent Interaction Is Required?, 266
What Is the Incidence Rate?, 266
Are There Cultural and/or Infrastructure Considerations?, 267
Summary, 267
Key Terms, 268
Review Questions/Applications, 268
Case 9.1 Steward Research, Inc., 269
Case 9.2 Machu Picchu National Park Survey, 270
Case 9.3 Your Integrated Case: Advanced Automobile Concepts, 271
Chapter 10. Understanding Measurement in Marketing Research, 272
Basic Question—Response Formats, 274
Open-Ended Response Format Questions, 274
Categorical Response Format Questions, 275
Scaled-Response Questions, 275
Considerations in Choosing a Question—Response Format, 276
Nature of the Property Being Measured, 276
Previous Research Studies, 276
Ability of the Respondent, 276
Scale Level Desired, 276
Basic Concepts in Measurement, 277
Scale Characteristics, 278
Description, 278
Order, 278
Distance, 279
Origin, 279
Levels of Measurement Scales, 279
Nominal Scales, 279
Ordinal Scales, 280
Interval Scales, 280
Ratio Scales, 282
Why the Measurement Level of a Scale Is Important, 283
Workhorse Scales Used in Marketing Research, 285
The Intensity Continuum Underlying Workhorse Scales, 285
The Likert Scale, 286
The Lifestyle Inventory, 287
The Semantic Differential Scale, 288
Other Synthetic Scaled-Response Question Formats, 290
Issues in the Use of Synthetic Scaled-Response Formats, 290
What Scale to Use When, 292
Reliability and Validity of Measurements, 293
Summary, 296
Key Terms, 296
Review Questions/Applications, 297
Case 10.1 Metro Toyota, 298
Case 10.2 Extreme Exposure Rock Climbing Center Faces The Krag, 299
Case 10.3 Your Integrated Case: Advanced Automobile Concepts, 300
Chapter 11. Developing Questions and Designing the Questionnaire, 302
The Functions of a Questionnaire, 304
The Questionnaire Design Process, 304
Developing Questions, 306
Four “Do’s” of Question Wording, 308
Four “Do Not’s” of Question Wording, 309
Questionnaire Organization, 315
The Introduction, 316
Question Flow, 318
Computer-Assisted Questionnaire Design, 322
Questionnaire Creation, 322
Data Collection and Creation of Data Files, 322
Data Analysis and Graphs, 323
How to Use Qualtrics, 323
Coding the Questionnaire, 326
Performing the Pretest of the Questionnaire, 328
Summary, 330
Key Terms, 330
Review Questions/Applications, 331
Case 11.1 Park Place Psychiatric Hospital, 332
Case 11.2 The SteakStop Restaurant: What is Wrong with These Questions?, 333
Case 11.3 Your Integrated Case: Advanced Automobile Concepts, 334
Chapter 12. Determining How to Select the Sample, 336
Basic Concepts in Samples and Sampling, 338
Population, 338
Census, 339
Sample and Sample Unit, 340
Sample Frame and Sample Frame Error, 340
Sampling Error, 341
Reasons for Taking a Sample, 342
Probability Versus Nonprobability Sampling Methods, 342
Probability Sampling Methods, 343
Nonprobability Sampling Methods, 354
Online Sampling Techniques, 362
Random Online Intercept Sampling, 362
Invitation Online Sampling, 362
Online Panel Sampling, 362
Other Online Sampling Approaches, 363
Developing A Sample Plan, 363
Step 1: Define the Population, 363
Step 2: Obtain a Listing of the Population (Sample Frame), 364
Step 3: Design the Sample Plan (Size and Method), 364
Step 4: Draw the Sample, 365
Step 5: Validate the Sample, 365
Step 6: Resample If Necessary, 366
Summary, 366
Key Terms, 366
Review Questions/Applications, 366
Case 12.1 Peaceful Valley Subdivision: Trouble in Suburbia, 368
Case 12.2 How to Become Involved in Politics Using a Sampling Design, 369
Case 12.3 Your Integrated Case: Advanced Automobile Concepts, 371
Chapter 13. Determining the Size of a Sample, 372
Sample Size Axioms, 375
The Confidence Interval Method of Determining Sample Size, 376
Sample Size and Accuracy, 376
p and q: The Concept of Variability, 378
The Concept of a Confidence Interval, 379
How Population Size (N) Affects Sample Size, 382
The Sample Size Formula, 383
Determining Sample Size via the Confidence Interval Formula, 383
Practical Considerations in Sample Size Determination, 386
How to Estimate Variability in the Population, 386
How to Determine the Amount of Acceptable Sample Error, 387
How to Decide on the Level of Confidence, 387
How to Balance Sample Size with the Cost of Data Collection, 388
Other Methods of Sample Size Determination, 389
Arbitrary “Percent Rule of Thumb” Sample Size, 390
Conventional Sample Size Specification, 390
Statistical Analysis Requirements Sample Size Specification, 390
Cost Basis of Sample Size Specification, 391
Two Special Sample Size Determination Situations, 392
Sampling from Small Populations, 392
Sample Size Using Nonprobability Sampling, 394
Summary, 395
Key Terms, 395
Review Questions/Applications, 395
Case 13.1 Peaceful Lake Subdivision Revisited: Sample Size, 398
Case 13.2 Target: Deciding on the Number of Telephone Numbers, 398
Case 13.3 Your Integrated Case: Advanced Automobile Concepts, 399
Chapter 14. Dealing with Field Work and Data Quality Issues, 400
Data Collection and Nonsampling Error, 403
Possible Errors in Field Data Collection, 403
Intentional Fieldworker Errors, 403
Unintentional Fieldworker Errors, 405
Intentional Respondent Errors, 407
Unintentional Respondent Errors, 409
Field Data-Collection Quality Controls, 410
Control of Intentional Fieldworker Error, 410
Control of Unintentional Fieldworker Error, 412
Control of Intentional Respondent Error, 412
Control of Unintentional Respondent Error, 413
Final Comment on the Control of Data-Collection Errors with Traditional Surveys, 414
Nonresponse Error, 414
Refusals to Participate in the Survey, 415
Break-Offs During the Interview, 416
Refusals to Answer Specific Questions (Item Omission), 416
What is a Completed Interview?, 417
Measuring Nonresponse Error in Surveys, 418
Reducing Nonresponse Error, 421
Adjusting Results to Reduce the Effects of Nonresponse Error, 421
Preliminary Questionnaire Screening, 423
What to Look for in Questionnaire Inspection, 423
Summary, 425
Key Terms, 425
Review Questions/Applications, 426
Case 14.1 Cass Corridor Food Co-Op, 427
Case 14.2 Big West Research: CATI or Online Panel?, 428
Case 14.3 Your Integrated Case: Advanced Automobile Concepts, 428
Chapter 15. Using Basic Descriptive Analysis, 430
Coding Data and the Data Code Book, 433
Types of Statistical Analyses Used in Marketing Research, 435
Descriptive Analysis, 435
Inferential Analysis, 437
Differences Analysis, 437
Associative Analysis, 437
Predictive Analysis, 437
Understanding Data Via Descriptive Analysis, 438
The Advanced Automobile Concepts SPSS Data Set, 438
Measures of Central Tendency: Summarizing the “Typical” Respondent, 438
Measures of Variability: Visualizing the Diversity of Respondents, 440
When to Use a Particular Descriptive Measure, 444
The Advanced Automobile Concepts Survey: Obtaining Descriptive Statistics with SPSS, 449
Obtaining a Frequency Distribution and the Mode with SPSS, 449
Finding the Median with SPSS, 451
Finding the Mean, Range, and Standard Deviation with SPSS, 452
Reporting Descriptive Statistics to Clients, 456
Summary, 456
Key Terms, 456
Review Questions/Applications, 457
Case 15.1 SafeScope Case Study: Market Research to Validate a New Business, 457
Case 15.2 The Hobbit’s Choice Restaurant Survey Descriptive Analysis, 460
Case 15.3 Your Integrated Case: Advanced Automobile Concepts Descriptive Analysis, 463
Chapter 16. Performing Population Estimates and Hypothesis Tests, 466
Sample Statistics and Population Parameters, 468
The Concepts of Inference and Statistical Inference, 468
Parameter Estimation, 470
Sample Statistic, 471
Standard Error, 471
Confidence Intervals, 474
How to Interpret an Estimated Population Mean or Percentage Range, 476
The Advanced Automobile Concepts Survey: How to Obtain a Confidence Interval for a Percentage with SPSS, 477
The Advanced Automobile Concepts Survey: How to Obtain and Use A Confidence Interval for a Mean with SPSS, 478
Reporting Confidence Intervals to Clients, 480
Hypothesis Tests, 480
Test of the Hypothesized Population Parameter Value, 483
Directional Hypotheses, 487
How to Interpret Hypothesis Testing, 487
Advanced Automobile Concepts: How to Use SPSS to Test a Hypothesis for a Percentage, 488
Advanced Automobile Concepts: How to Use SPSS to Test a Hypothesis for a Mean, 488
Reporting Hypothesis Tests to Clients, 490
Summary, 496
Key Terms, 496
Review Questions/Applications, 496
Case 16.1 The Pets, Pets, and Pets Team Project (Part 1), 497
Case 16.2 The Hobbit’s Choice Restaurant Survey Inferential Analysis, 499
Case 16.3 Your Integrated Case: The Advanced Automobile Concepts Survey Generalization Analysis, 499
Chapter 17. Implementing Basic Differences Tests, 502
Why Differences Are Important, 504
Small Sample Sizes: The Use of a t test or a z test and How SPSS Eliminates the Worry, 507
Testing for Significant Differences Between Two Groups, 508
Differences Between Percentages with Two Groups (Independent Samples), 508
Using SPSS for Differences Between Percentages of Two Groups, 513
Differences Between Means with Two Groups (Independent Samples), 513
Advanced Automobile Concepts: How to Perform an Independent Samples Significance of Differences between Means Test with SPSS, 515
Testing for Significant Differences in Means Among More Than Two Groups: Analysis of Variance, 517
Basic Logic in Analysis of Variance, 519
How to Determine Statistically Significant Differences Among Group Means, 521
Advanced Automobile Concepts: How to Run Analysis of Variance with SPSS, 521
Interpreting ANOVA (Analysis of Variance), 522
n-Way ANOVA, 523
Reporting Group Differences Tests to Clients, 523
Differences Between Two Means Within the Same Sample (Paired Sample), 523
The Advanced Automobile Concepts Survey: How to Perform a Paired Samples Significance of Differences Between Means Test with SPSS, 525
Summary, 526
Key Terms, 527
Review Questions/Applications, 527
Case 17.1 The Pets, Pets, and Pets Team Project (Part II), 528
Case 17.2 The Hobbit’s Choice Restaurant Survey Differences Analysis, 529
Case 17.3 Your Integrated Case: The Advanced Automobile Concepts Survey Differences Analysis, 530
Chapter 18. Making Use of Associations Tests, 532
Types of Relationships Between Two Variables, 534
Nonmonotonic Relationships, 535
Monotonic Relationships, 536
Linear Relationships, 536
Curvilinear Relationships, 537
Characterizing Relationships Between Variables, 537
Presence, 537
Direction (or Pattern), 537
Strength of Association, 538
Cross-Tabulations, 539
Cross-Tabulation Analysis, 539
Types of Frequencies and Percentages in a Cross-Tabulation Table, 539
Chi-Square Analysis, 541
Observed and Expected Frequencies, 541
The Computed x² Value, 542
The Chi-Square Distribution, 544
How to Interpret a Chi-Square Result, 545
Advanced Automobile Concepts: Analyzing Cross-Tabulations for Significant Associations by Performing Chi-Square Analysis with SPSS, 547
Reporting Cross-Tabulation Findings to Clients, 549
Correlation Coefficients and Covariation, 551
Rules of Thumb for Correlation Strength, 552
The Correlation Sign: The Direction of the Relationship, 553
Graphing Covariation Using Scatter Diagrams, 553
The Pearson Product Moment Correlation Coefficient, 554
Advanced Automobile Concepts: How to Obtain Pearson Product Moment Correlation(s) with SPSS, 557
Special Considerations in Linear Correlation Procedures, 559
Reporting Correlation Findings to Clients, 560
Summary, 561
Key Terms, 561
Review Questions/Applications, 561
Case 18.1 The Pets, Pets, and Pets Team Project (Part III), 563
Case 18.2 The Hobbit’s Choice Restaurant Survey Associative Analysis, 565
Case 18.3 Friendly Market versus Circle K, 565
Case 18.4 Your Integrated Case: The Advanced Automobile Concepts Survey Associative Analysis, 567
Chapter 19. Understanding Regression Analysis Basics, 568
Understanding Prediction, 570
Two Approaches to Prediction, 570
How to Determine the “Goodness” of Your Predictions, 571
Bivariate Linear Regression Analysis, 572
Basic Concepts in Bivariate Regression Analysis, 573
A Step-by-Step Method to Evaluating Regression Findings, 575
Advanced Automobile Concepts: How to Run and Interpret Bivariate Regression Analysis with SPSS, 577
How to Improve a Regression Analysis Finding, 583
Multiple Regression Analysis, 583
An Underlying Conceptual Model, 583
Multiple Regression Analysis Described, 586
Advanced Automobile Concepts: How to Run and Interpret Multiple Regression Analysis with SPSS, 588
Special Uses of Multiple Regression Analysis, 591
Stepwise Multiple Regression, 594
How to do Stepwise Multiple Regression with SPSS, 594
Three Warnings Regarding Multiple Regression Analysis, 596
Reporting Regression Findings to Clients, 598
Reporting Regression Used as a Screening Device, 598
Reporting Regression Used as a Predictive Tool, 599
Summary, 601
Key Terms, 602
Review Questions/Applications, 602
Case 19.1 The Pets, Pets, and Pets Team Project (Part IV), 603
Case 19.2 The Hobbit’s Choice Restaurant Survey Predictive Analysis, 605
Case 19.3 Your Integrated Case: Advanced Automobile Concepts Segmentation Analysis, 605
Chapter 20. Preparing the Research Report and Presentation, 608
The Importance of the Marketing Research Report, 611
Improving the Efficiency of Report Writing, 611
Organizing the Written Report, 612
Front Matter, 614
Title Page, 614
Letter of Authorization, 616
Letter/Memo of Transmittal, 616
Table of Contents, 616
List of Illustrations, 616
Abstract/Executive Summary, 616
Body, 617
Introduction, 619
Method, 619
Method or Methodology?, 619
Results, 620
Limitations, 621
Conclusions and Recommendations, 621
End Matter, 621
Guidelines and Principles for the Written Report, 622
Form and Format, 622
Visuals, 622
Style, 622
Using Visuals: Tables and Figures, 625
Tables, 625
Pie Charts, 625
Bar Charts, 628
Line Graphs, 628
Producing an Accurate and Ethical Visual, 630
Presenting Your Research Orally, 632
Summary, 633
Key Terms, 633
Review Questions/Applications, 634
Case 20.1 Your Integrated Case: Advanced Automobile Concepts: Using iReportWriter Assistant, 634
Case 20.2 Your Integrated Case: Advanced Automobile Concepts: Making a PowerPoint® Presentation, 635
Endnotes, 636
Credits, 655
Name Index, 656
Subject Index, 661
A Brief Guide to Getting the Most from This Book, IBC-1
Formulas, EP-1

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