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Marketing Research: An Applied Orientation
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Sales rank 849,065
Customers rating (based on 14 reviews)
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This text takes a comprehensive look at both the principles and practices of marketing research, with balanced coverage of qualitative and quantitative material.
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| Publisher | Prentice Hall | | Release date | 09/2003 | | Availability | Usually ships in 1 to 3 weeks | | Edition | Hardcover |
| | List price | $159.6 | | Our price | $159.6 | | Used price | from $6.8 |
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 Excelen tool for the daily work.
This book is excelent. I have been working few years in a TV marketing area. This book has all the necesary tecniques, with explained examples, to do the research. Assome other reference says, the book is not for begginers, but for people who already understands statistics. Is the must useful book I havefound to apply in my working area.
 Would not recommend
While this book is very comprehensive, it has way too much information that seems like it has been copied verbatim from some marketing brochures. Most of the mini-cases in the book are not very helpful and just add to the bloat.
Also be aware that the SPSS version that comes with the software is slightly outdated, time-limited, and restricted in functionality (e.g. file-size).
If you consider buying this book for the included SPSS version, don't. If you are looking for a good marketing research textbook, try to find something more condensed.
comments on marketing research
very good book which enables you to go further in the market research and its applications. I recommand it heavily for students in social sciences ans especially Marketing because it includes some good exemples from real life sitaution.
Christine Amir
 REVCEIVED THE WRONG CD, SO ANGRY!!!!
I ordered the book and it came in on time and I received a great copy of the book. The downfall was that the book wasn't what I was looking for...the most important thing that I needed was the CD that came inside the book. The CD is called SPSS and I received one for organizational management. I had to purchase a new book from my college bookstore, which cost me over $200.00. I want to be refunded for my book because it is of no use for me. Please do not purchase this book unless you are sure you are receiving the correct components. If thsi does not get resolved I will NEVER order from AMAZON ever again.
Katie
Good Book to Learn Mkt Research
This is a good book for anyone at the grad level looking to learn the basics of mkt. research. The SPSS CD is useful and I found it to be a great tool, especially when doing complex regression projects. The examples provided are very useful. Though sometimes, some sections, seem drawn out, I enjoyed reading this book.
A definite 'BUY' !
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