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Marketing Research Essentials with SPSS | 
 enlarge | Authors: Carl, Jr. Mcdaniel, Roger Gates
Publisher: Wiley
Category: Book
Buy Used: $48.50
New (25) Used (36) from $48.50
Rating:  2 reviews
Sales Rank: 137506
Media: Paperback
Edition: 6
Pages: 544
Number Of Items: 1
Shipping Weight (lbs): 2
Dimensions (in): 9.8 x 7.9 x 0.9
ISBN: 0470131985
Dewey Decimal Number: 658.83
EAN: 9780470131985
Publication Date: February 20, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
*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.
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| Customer Reviews:
 The book that never arrived October 19, 2008
Jan Erik Olsen (France)
I ordered this book with a courier deliver at September 17. 2008. Today it is Oktober 19. 2008, and i have still not seen any sign of the book. I have already finished the purpose i needed it for, so it wouldnt help me much if it arrives any time in the future either....
 Good, for a textbook November 12, 2007
Inspired Shopper
1 out of 2 found this review helpful
I had to buy this for a class and haven't really read much of it. I found it to be really dense and I didn't really have the patience to read it all, but what I did read was good. So if you are really into marketing research and have the patience to read a marketing research textbook, this is a pretty good one.
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