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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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This marketing research book integrates the use of the statistical package SPSS.
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- PublisherPrentice Hall College Div
- Publication date1995
- ISBN 10 0131498657
- ISBN 13 9780131498655
- BindingHardcover
- Number of pages680
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Marketing Research
Published by
Prentice Hall College Div
(1995)
ISBN 10: 0131498657
ISBN 13: 9780131498655
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Book Description Hardcover. Condition: New. New. book. Seller Inventory # D7S9-1-M-0131498657-4
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