Marketing Research: WITH SPSS 11.0

Marketing Research: WITH SPSS 11.0

3.25 (12 ratings by Goodreads)
  • Hardback
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Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.
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Product details

  • Hardback | 704 pages
  • 210 x 254 x 32mm | 1,542.23g
  • John Wiley & Sons Inc
  • New York, United States
  • 6th edition
  • 0471657654
  • 9780471657651

Table of contents

Preface. 1. The Role of Marketing Research in Management Decision Making. 2. The Marketing Research Industry. 3. Problem Definition and the Research Process. 4. Secondary Data and Databases. 5. Qualitative Research. 6. Survey Research. 7. Primary Data Collection: Observation. 8. Primary Data Collection: Experimentation. 9. The Concept of Measurement. 10. Using Measurement Scales to Build Marketing Effectiveness. 11. Questionnaire Design. 12. Basic Sampling Issues. 13. Sample Size Determination. 14. Data Processing and Fundamental Data Analysis. 15. Statistical Testing of Differences. 16. Bivariate Correlation and Regression. 17. Multivariate Data Analysis. 18. Communicating the Research Results. 19. Managing Marketing Research and Research Ethics. Appendix One: Comprehensive Cases. Appendix Two: Statistical Tables. Endnotes. Glossary. Index.
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Rating details

12 ratings
3.25 out of 5 stars
5 17% (2)
4 25% (3)
3 33% (4)
2 17% (2)
1 8% (1)
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