Marketing Research: In a Digital Information Environment

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9780071101073: Marketing Research: In a Digital Information Environment

"Marketing Research, 4/e" takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters. The text is concise, highly readable and value-priced, yet it delivers the basic knowledge needed for an introductory text. The authors provide the student with an exciting, up-to-date text and an extensive supplement package.

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From the Publisher:

This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.

From the Back Cover:

This marketing research book integrates the use of the statistical package SPSS.

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Joseph F. Hair
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ISBN 10: 0071101071 ISBN 13: 9780071101073
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Hair, Joseph F.
Published by Irwin Professional Publishing (2008)
ISBN 10: 0071101071 ISBN 13: 9780071101073
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