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Marketing Research: An Applied Approach (McGraw-Hill series in marketing) - Softcover

 
9780070347410: Marketing Research: An Applied Approach (McGraw-Hill series in marketing)
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This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases: 14 new to this edition. The changes to the 5th edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases on a PC disk that accompanies each copy of the book contain real results from actual marketing research studies and are all keyed to the major PC-based analysis packages: SPSS-PC, SAS-PC, SYSTAT-PC and MYSTAT-PC.

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Incorporating an applied approach to market reseach in a managerial context, including a complete market research project from start to finish, the authors intention is to equip the reader with an understanding of the technical aspects of market research procedures in order to apply them to real situations. Fifth revised edtion.

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  • ISBN 10 0070347417
  • ISBN 13 9780070347410
  • BindingPaperback
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9780079122520: Marketing Research: An Applied Approach (MCGRAW HILL SERIES IN MARKETING)

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ISBN 10:  ISBN 13:  9780079122520
Publisher: McGraw-Hill Inc.,US, 1996
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  • 9780070347458: Marketing Research: An Applied Approach (Marketing S.)

    McGraw..., 1983
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