Marketing Research and SPSS 11.0, Fourth Edition

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9780131027947: Marketing Research and SPSS 11.0, Fourth Edition

For the undergraduate course in Marketing Research. This market-leading textbook returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. While traditional marketing research techniques have remained, online marketing research methods have bloomed. Online marketing research examples and applications have been infused throughout the text to help students understand how the Internet and new technologies have revolutionized the marketing research industry. A book cannot succeed on new features and topics alone. With every new edition, reviewers and adopters complement these authors for an approach that is innovative yet approachable and reliable. This text is written with the undergraduate student in mind. Exercises and cases have been checked for accuracy. Every book is packaged with SPSS-Student Edition on CD-ROM and SPSS material is integrated throughout the text.

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From the Back Cover:

This marketing research book presents the fundamentals of marketing research in an intuitive and easy-to-understand manner.

Burns and Bush have also focused on making this new edition the touchstone for anyone who wants to know about marketing research for today's digital world - a world where online marketing research methods have blossomed.

  • But how are online methods working with traditional techniques to enhance results?
  • How is the Internet making data collection easier, and what are the pitfalls involved?

The authors traveled the country to talk with marketing research experts about those very issues. As a result, the online research emphasis is seamless throughout the Fourth Edition, illustrated through countless applications and discussions and showing how real practitioners have used the Internet and mw technologies. The authors recruited a Blue Ribbon Panel of industry experts to provide real world experiences and insights on online research throughout the text.

ACCESS ADDITIONAL RESOURCES AT
www.prenhall.com/burnsbush

Excerpt. © Reprinted by permission. All rights reserved.:

P> Marketing Research was created with a particular target in mind: the undergraduate student of marketing research. Accordingly, we have resisted adding techniques that are more appropriate for advanced classes of marketing research. Let's be realistic: typical undergraduate students do not get excited about the theoretical rationale for statistical formulas, so we emphasize a conceptual understanding and a hands-on, practical what-and-how-to-do-it presentation. Our adopters confirm this approach by telling us that their students give the book high marks on course evaluations; they understand the book and find it interesting to read. We believe an understandable book in the hands of a capable professor enhances the chances of student learning, and that is the goal of all of us in academe.

SPSS Integration. Our goal has always been to help students use the SPSS software without having techniques and details get in the way of evaluation. Accordingly, we have integrated the software into the text and provided output screens that help students see what to look for in analyzing data. Furthermore, we have developed a Student Assistant tutorial that walks students through the SPSS software.

Our approach has been very well received in the marketplace. In fact, publishing data tell us that Marketing Research is the global leader in the undergraduate marketing research textbook market. We are extremely grateful for the large number of U.S. adopters, and we continue to be delighted as we hear from our foreign adopters. To namedrop a bit, we have been contacted by adopters in Australia, New Zealand, Mexico, Chile, Ecuador, Hong Kong, Taiwan, Peoples Republic of China, Korea, Thailand, India, United Arab Emirates, Egypt, UK, Spain, Holland, and South Africa. Clearly, the approach taken in our book has proven beneficial to many instructors and students.

WHY AND HOW THE FOURTH EDITION IS IMPROVED

In writing the fourth edition, we have continued to "hear the voice of the market" by listening carefully to comments made by students, adopters of the book, and reviewers (both adopters and nonadopters). We have gathered this data in a number of ways including unsolicited e-mail and other comments from our adopters, formal reviews conducted by our publisher, suggestions and recommendations of our students, and our own experiences using the text.

The field of marketing research is truly a moving target, and the velocity of change in the industry has increased dramatically over the life of our third edition. Computer-based and online marketing research practices have proliferated in the last few years, and major parts of the research industry have transitioned rapidly into high-tech status. We have observed this transition, and we have noticed that academic reports, while insightful, lag behind these changes. Consequently, in order to do justice to our treatment of online marketing research in our fourth edition, we have relied on comments from our colleagues in the marketing research industry. In fact, Ron Bush spent an entire sabbatical traveling around the United States visiting key marketing research practitioners, both those from major player companies as well as startup companies doing exciting and innovating things in marketing research.

To keep pace with the online character of marketing research, we have first changed the title of our textbook by adding "Online Research Applications" because of the pervasiveness of online research techniques. Second, in the fourth edition, we have sought to integrate a great many examples, comments, and recommendations from practicing marketing researchers about online marketing research. To give students insights into the leaders in the industry and their backgrounds, we've integrated short bios and photos of marketing research practitioners. In short, readers will find a treasury of online marketing research and practitioner-based material carefully integrated in the fourth edition, not simply tacked on at inappropriate places.

A major factor for the success of our earlier editions has been the SPSS Student Version software that accompanies the textbook. In fact, if "imitation is the sincerest form of flattery," we are indeed thrilled that practically all of our competitors have followed our lead and have SPSS Student Version CDs bundled with their texts. However, to stay ahead of the competition, we have redoubled our efforts to integrate SPSS into our fourth edition. One new feature is a single, integrated case and dataset that is used throughout the textbook. This single case is particularly advantageous in the SPSS examples as students do not have to learn about a new situation and new dataset with each technique. Students should be familiar with the case, the questionnaire, and the scaling assumptions of the questions so they can concentrate on understanding how to run SPSS and interpreting the output.

In addition, with this full-color edition, we have created annotated screen shots for SPSS analysis menus as well as SPSS output. We fully expect these to greatly reduce the instructor's burden when teaching SPSS, and we all know that our students require a great deal of tutoring when learning SPSS. Our fourth edition places less emphasis on statistical formulas and more on SPSS output, and our annotated SPSS screen captures will greatly alleviate instructors' workloads when teaching analysis topics. Finally; we have gone online ourselves with an Online SPSS Student Assistant that students can access and study to learn how to run SPSS and interpret the output. In previous editions, the SPSS Student Assistant required installation on a PC's hard drive, but now it is accessible at our Web site: www.prenhall.com/burnsbush.

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Burns, Alvin C.; Bush, Ronald F.
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