Marketing Research / Edition 1

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Overview

Using SPSS 9.0 is easy with the Student Assistant!

With our third edition of Marketing Research, we again have created the SPSS Student Assistant tutorial by using Lotus ScreenCam movies of the cursor movements and various windows associated with the SPSS for Windows program. The SPSS Student Assistant uses the Student Version of SPSS for Windows.

Within each movie, we have included annotations describing the various operations and we have highlighted the specific features and aspects of these operations. SPSS for Windows is a complex system, and the SPSS Student Assistant takes student learners step-by-step through basic as well as advanced SPSS operations. Roughly one-third of the Student Assistant ScreenCam movies show how to do file operations, variable modifications, and other SPSS functions pertaining to the SPSS data editor. Over one-half of the movies illustrate the cursor movements and commands and present the actual output of statistical procedures described in the analysis chapters of the textbook.

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Editorial Reviews

Booknews
A book/CD-ROM package for an undergraduate course, providing SPSS software to students, integrating explanations of software throughout the book, and providing a SPSS Student Assistant software tutorial. This third edition covers information age technology, contains new examples and cases, emphasizes a management perspective, and gives insights from marketing research practitioners. Also new to this edition are more international applications, and material on ethical issues. Includes chapter summaries, key terms, review questions, and cases. The CD-ROM contains a student copy of SPSS software. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Booknews
This introductory text is designed to educate students about the purpose, procedures, and applications of marketing research, and the various types of firms in the marketing research industry. The authors focus on basic research concepts, and note that the text is not intended for professors who wish to emphasize advanced data analysis. A CD-ROM includes SPSS 7.5 for Windows, which is integrated into the text. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780131498655
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 1/28/1995
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 680
  • Product dimensions: 8.27 (w) x 10.33 (h) x 1.20 (d)

Table of Contents

Preface
Ch. 1 The Nature of Marketing Research 1
Ch. 2 The Industry: Structure, Evaluation, and Ethics 18
Ch. 3 The Marketing Research Process 56
Ch. 4 Defining the Problem and Determining Research Objectives 82
Ch. 5 Research Design 108
Ch. 6 Secondary Data Sources 138
Ch. 7 Syndicated Services 170
Ch. 8 Observation, Focus Groups, and Other Qualitative Methods 206
Ch. 9 Survey Data Collection Methods 242
Ch. 10 Measurement in Marketing Research 282
Ch. 11 Designing Data Collection Forms 320
Ch. 12 Determining the Sample Plan 356
Ch. 13 Determining the Size of a Sample 390
Ch. 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening 420
Ch. 15 Basic Data Analysis: Descriptive Statistics 450
Ch. 16 Inferring Sample Findings to the Population and Testing for Differences 486
Ch. 17 Determining and Interpreting Associations between Two Variables 532
Ch. 18 Predictive Analysis in Marketing Research 570
Ch. 19 Presenting the Research Results 610
Endnotes E1
Credits C1
Index I1
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