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Title: MARKETING RESEARCH ESSENTIALS
WITH SPSS
By: Carl McDaniel, Roger Gates
Format: Paperback

List price: £46.99


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ISBN 10: 0470627638
ISBN 13: 9780470627631
Publisher: JOHN WILEY AND SONS LTD
Pub. date: 17 December, 2009
Edition: 7th Revised edition
Description: * This book arms marketing professionals with a very practical approach to the field. * It presents marketing research through the eyes of a manager using and purchasing research information while maintaining solid coverage of quantitative methods.
Synopsis: Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.
Illustrations: illustrations
Publication: UK
Imprint: John Wiley & Sons Ltd
Returns: Returnable
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