Marketing Research

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9780131498655: Marketing Research

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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From the Back Cover:

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

About the Author:

Joseph F. Hair, Jr. , is Professor of Marketing at Kennesaw State University. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Louisiana State University. Robert P. Bush earned a B.A. in Psychology and Economic History from St. Mary's University and an M.A. and Ph.D. in Marketing at Louisiana State University. David J. Ortinau earned his B.S. in Management from Southern Illinois University, Carbondale, an M.S. in Business Administration, with a specialty in marketing research, from Illinois State University, and his Ph.D. in Marketing from Louisiana State University.

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