Marketing Research: Student Text - Hardcover

Parasuraman, A.; Grewal, Dhruv; Krishnan, R.

Hardcover

ISBN 10: 0618660631 ISBN 13: 9780618660636

Publisher: Houghton Mifflin, 2006

Synopsis

In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.

About this title

Synopsis:

An appealing design and open layout makes an often difficult and overwhelming subject more inviting to students. The text provides a compelling and lively presentation of marketing research and is unique in its extensive use of interesting examples from the global, technology, service and small business areas. "Marketing Research 2/e" is distinctive in its integrative use of technology (SPSS software), its focus on cutting edge research and its strong strategic orientation.

About this edition

• Publisher: Houghton Mifflin
• Publication date: 2006
• ISBN 10: 0618660631
• ISBN 13: 9780618660636
• Binding: Hardcover
• Edition number: 2
• Number of pages: 672