Average Reviews:
(More customer reviews)For anyone who wishes to do marketing research and gets a good foundation, this is the book for you. It is appropriate for any undergraduate or graduate marketing research course. For the former, one does not have to cover SPSS in details. For the latter, SPSS is needed for data analysis and interpretations. The book came with a copy of the SPSS version 16.0 for MS Windows Vista, that students can use it for free. It is a great value. The research cases tend to be short and easy to read. For advanced research, one needs to consult Journal Marketing Research or International Journal Marketing Research for Ph.D. thesis topics.
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Real Data, Real People, Real Research.
In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research.
The authors' practical approach and emphasis on being "real" has made this one of the world's leading marketing research texts. Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real-world case problems.
Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.
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