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Shop By Title > M [Page 41] > Marketing Research Essentials, with SPSS

Marketing Research Essentials, with SPSS

Marketing Research Essentials, with SPSS
Author(s) : Carl McDaniel Jr., Roger Gates
Publisher : Wiley
Pub. Date : Aug 2007
Edition : 6th
Format : Softcover
ISBN-10 : 0470131985
ISBN-13 : 9780470131985
IE ISBN : 0470131985 / 9780470131985
Subject(s) : Business & Economics / Computer Science & Technology
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it’s practiced in today’s top firms.

*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

*Chapter-Opening Vignettes discuss prominent companies/products.

*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.

*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.

*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.

* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.

* The latest version of SPSS is included in every new copy of the text.

* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.

This is a brand new International Edition. The cover may look different but the book content (in english) is the same with US Hardcover. Printed in original color on high quality paper. Everything is identical to US Edition.


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