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I am looking for an undergraduate marketing-major research text that takes the perspective of the MR practitioner. This text would apply all the statistics usually found in basic / essentials (plus some multivariate stats) text to the types of research projects normally conducted in business – copy / product / concept / promotion testing, U&As, campaign evaluations, new product development, and segmentation-targeting-positioning research.

I need to come up with a text for the Spring 08 semester and any feedback from the ELMAR community would be of great help.

Thanks,

Bill wjolley@norwich.edu