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Bibliographic Details

Title: Marketing Research: An Applied Approach (Marketing S.)
Publisher: McGraw-Hill Inc.,US 01/10/1991
Publication Date: 1991
Language: English
ISBN 10: 0071009930
ISBN 13: 9780071009935
Binding: Paperback
Edition: 2nd Edition
Condition: Very Good

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.

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