Marketing Research Essentials, with SPSS
Carl McDaniel Jr.; Roger Gates
Language: English
Published by Wiley, 2007
- Softcover
- Used
Seller: ThriftBooks-Dallas, Dallas, TX, U.S.A.ThriftBooks-Dallas
AbeBooks seller since July 2, 2009
Condition: Used - Fair
US$ 6.54
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Add to basketItem description from seller
Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less.
Seller Inventory # G0470131985I5N00
- Title
- Marketing Research Essentials, with SPSS
- Author
- Carl McDaniel Jr.; Roger Gates
- Publisher
- Wiley
- Publication year
- 2007
- Condition
- Fair
- Dust jacket
- No Jacket
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0470131985
- ISBN 13
- 9780470131985
- Item weight
- 0.25 pounds
*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
*Chapter-Opening Vignettes discuss prominent companies/products.
*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.
*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.
*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.
* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.
* The latest version of SPSS is included in every new copy of the text.
* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.
"Synopsis" may belong to another edition of this title.
ThriftBooks-Dallas
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