Marketing Research: WITH SPSS 11.0

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9780471657651: Marketing Research: WITH SPSS 11.0

Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands–on experience. Continued complete integration of the Internet and its effect on the field of market research.

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From the Back Cover:

A MARKETING RESEARCH BOOK THAT STANDS OUT IN A CROWD!

Like a red umbrella in a sea of blue, McDaniel and Gates stands out from all the other market research texts!

Why?

  • It’s written by a full time marketing researcher and the founder of the University of Texas at Arlington’s MS in Marketing Research program—two people completely wired to the research industry!
  • It’s loaded with real world examples, funny anecdotes, and more taken from the authors’ own experience—this text comes alive like no other you’ve used before!
  • It puts you in the role of the manager who buys and uses market research—you’ll learn exactly how to use market research to make critical business decisions!
  • The authors explain difficult quantitative concepts in a clear and accessible manner—it demystifies the technical aspects of Market Research!
  • The student version of SPSS 11,0 comes FREE with the text—you can do Market Research the way current practitioners do!
  • Also available in an optical package is Perseus WebResearcher, a professional web–based survey tool that allows you to create, implement, and manage surveys using only a Web browser.

About the Author:

Carl McDaniel, Jr. is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington.  He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year.  He has extensively published in the areas of marketing basics and marketing research.  He is the author of over twenty textbooks.  He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority.  In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America.  Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.

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McDaniel, Carl
Editore: John Wiley & Sons Inc (2004)
ISBN 10: 0471657654 ISBN 13: 9780471657651
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Descrizione libro John Wiley & Sons Inc, 2004. Hardcover. Condizione libro: New. New. Some rubbing and bumping to publisher's decorated laminated boards. Complete with CD. Available in our UK premises for prompt dispatch worldwide. Codice libro della libreria PBFH025528

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McDaniel Carl.
Editore: John Wiley & Sons
ISBN 10: 0471657654 ISBN 13: 9780471657651
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Descrizione libro John Wiley & Sons. Condizione libro: New. pp. 704. Codice libro della libreria 5278923

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