Marketing Research with SPSS

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9780273703839: Marketing Research with SPSS

Suitable for undergraduate students studying Marketing Research.Marketing Research provides a step-by-step treatment of the major choices facing Marketing researchers when using SPSS. Although they may have an understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap. A top author team offer a concise approach to analysing quantitative marketing research data in pracice.

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Marketing Research with SPSS

 

Wim Janssens

Katrien Wijnen

Patrick De Pelsmacker            

Patrick Van Kenhove

 

In the past, there have been Marketing Research books and there have been SPSS guide books. This book combines the two, providing a step-by-step treatment of the major choices facing marketing researchers when using SPSS. The authors offer a concise approach to analysing quantitative marketing research data in practice.

 

Whether at undergraduate or graduate level, students are often required to analyse data, in methodology and marketing research courses, in a thesis, or in project work. Although they may have a basic understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap by offering a introduction to marketing research techniques, whilst simultaneously explaining how to use SPSS to apply them. 

 

About the authors

 

Wim Janssens is a researcher at the University of Antwerp, Belgium.

 

Katrien Wijnen is a post-doctoral researcher at the University of Ghent, Belgium.

 

Patrick De Pelsmacker is professor of marketing at the University of Antwerp, Belgium and part-time professor of marketing at Ghent University.

 

Patrick Van Kenhove is professor of marketing at the University of Ghent, Belgium.

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