Marketing Research and SPSS 11.0, Fourth Edition
Editorial Reviews
Book Description
Now ranked the #1 selling Marketing Research book, this edition returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. Nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. A book cannot succeed on new features and topics alone. With every new edition, reviewers complement these authors for an approach that is innovative yet approachable and reliable. Exercises and cases have been checked for accuracy, and the authors also recruited a Blue Ribbon Panel of marketing research professionals. The Panel explores today's increasingly digital research environment from a practitioner's point of view. Chapter topics include the marketing research process and industry, determining research objectives, research design, measurement, data collection and analysis, interpreting associations among variables, predictive analysis, and preparing and presenting the research report. For an understanding and appreciation of how marketing research works in practice.
From the Back Cover
This marketing research book presents the fundamentals of marketing research in an intuitive and easy-to-understand manner.
Burns and Bush have also focused on making this new edition the touchstone for anyone who wants to know about marketing research for today's digital world - a world where online marketing research methods have blossomed.
The authors traveled the country to talk with marketing research experts about those very issues. As a result, the online research emphasis is seamless throughout the Fourth Edition, illustrated through countless applications and discussions and showing how real practitioners have used the Internet and mw technologies. The authors recruited a Blue Ribbon Panel of industry experts to provide real world experiences and insights on online research throughout the text.
Marketing Research and SPSS 11.0, Fourth Edition,Alvin C. Burns,Ronald F. Bush,Prentice Hall,0131027948,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Internet - General,Marketing - General,Marketing Research,Statistical Methods In The Social Sciences,Statistics,Business & Economics / Marketing / General
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