Marketing Research: In a Digital Information Environment - Softcover

Robert P. Bush; Joseph F. Hair Jr.; David J. Ortinau

9780071101073: Marketing Research: In a Digital Information Environment

Softcover

ISBN 10: 0071101071 ISBN 13: 9780071101073

Publisher: Irwin Professional Publishing, 2008

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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.

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

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