This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.
- ISBN10 0131498657
- ISBN13 9780131498655
- Publish Date 21 February 1995
- Publish Status Out of Print
- Out of Print 7 April 1998
- Publish Country US
- Imprint Pearson
- Format Hardcover
- Pages 680
- Language English