Marketing Research: An Applied Approach (McGraw-Hill International Editions)

Thomas C. Kinnear, James R. Taylor

ISBN 10: 0071144188 / ISBN 13: 9780071144186

Published by McGraw-Hill Education (ISE Editions), 1996

About this Item

880 pages. Cover worn and curled. Includes 3 1/2 inch floppy !!This work emphasizes the use of market research in managerial decision making . It discusses the market research process and presents a complete market resear ch project from start to finish to show students what market research looks like.

Seller Inventory # 623o

Bibliographic Details

• Title: Marketing Research: An Applied Approach (McGraw-Hill International Editions)
• Publisher: McGraw-Hill Education (ISE Editions)
• Publication Date: 1996
• Language: English
• ISBN 10: 0071144188
• ISBN 13: 9780071144186
• Binding: Paperback
• Condition: Good
• Seller catalogs:
  • Business

About this title

Synopsis

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases; 14 new to this edition. The changes to the Fifth Edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases available on a PC-disk, accompany each copy of the book and contain real results from actual marketing research studies and are all keyed to the major PC-based analysis SPSS-PC, SAS-PC, SYSTAT-PC, and MYSTAT-PC.