Marketing Research: An Applied Approach

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9780070347458: Marketing Research: An Applied Approach

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases: 14 new to this edition. The changes to the 5th edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases on a PC disk that accompanies each copy of the book contain real results from actual marketing research studies and are all keyed to the major PC-based analysis packages: SPSS-PC, SAS-PC, SYSTAT-PC and MYSTAT-PC.

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This applied approach to the management use of marketing research is organized according to the steps in the marketing research process. The changes to the fourth edition include expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement with data on real marketing research studies.

"About this title" may belong to another edition of this title.

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Thomas C. Kinnear, James R. Taylor
Published by McGraw Hill Higher Education (1983)
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