Marketing Research: An Applied Approach

Publisher: Fourth Estate Ltd
SKU: DADAX0079122523
ISBN : 9780079122520
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Marketing Research: An Applied Approach

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.

Specifications of Marketing Research: An Applied Approach

AuthorThomas C. Kinnear, James Taylor
Edition5 Har/Dskt
PublisherMcGraw-Hill Companies
Number Of Pages880
Publication Date1995-12-01
Height1.68 inch.
Length9.42 inch.
Width7.56 inch.
Weight3.4 pounds.

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