Marketing Research and SPSS 11.0

Marketing Research and SPSS 11.0 : United States Edition

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For the undergraduate course in Marketing Research.

This market-leading textbook returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. While traditional marketing research techniques have remained, online marketing research methods have bloomed. Online marketing research examples and applications have been infused throughout the text to help students understand how the Internet and new technologies have revolutionized the marketing research industry. A book cannot succeed on new features and topics alone. With every new edition, reviewers and adopters complement these authors for an approach that is innovative yet approachable and reliable. This text is written with the undergraduate student in mind. Exercises and cases have been checked for accuracy. Every book is packaged with SPSS-Student Edition on CD-ROM and SPSS material is integrated throughout the text.
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Product details

  • Mixed media product | 688 pages
  • 208.3 x 259.1 x 30.5mm | 1,451.51g
  • Pearson
  • United States
  • English
  • 4th edition
  • 0131027948
  • 9780131027947

Table of contents

1. An Introduction to Marketing Research.

2. The Marketing Research Process.

3. The Marketing Research Industry.

4. Defining the Problem and Determining Research Objectives.

5. Research Design.

6. Secondary Data and Online Information Databases.

7. Standardized Information Sources.

8. Observation, Focus Groups, and Other Qualitative Methods.

9. Survey Data Collection Methods.

10. Measurement in Marketing Research.

11. Questionnaire Design.

12. Determining the Sample Plan.

13. Determining the Size of a Sample.

14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.

15. Basic Data Analysis: Descriptive Statistics.

16. Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means.

17. Testing for Differences Between Two Groups or Among More Than Two Groups.

18. Determining and Interpreting Associations Among Variables.

19. Predictive Analysis in Marketing Research.

20. Preparing and Presenting the Research Report.
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