Marketing Research [Paperback]

Alvin C. Burns (Author), Ronald F. Bush (Author)

Book Description

ISBN-10: 0138966060 | ISBN-13: 978-0138966065 | Publication Date: February 12, 1998 | Edition: 2nd

Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research.

Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest information, many more examples, and tie-ins to the Internet where appropriate. It also includes updates of Marketing Research Insights; Global Marketing Research Insights; and Ethical Issues in Marketing Research.

Editorial Reviews

From the Publisher

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. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

Key Benefit: Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research. Key Topics: Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest information, many more examples, and tie-ins to the Internet where appropriate. It also includes updates of Marketing Research Insights; Global Marketing Research Insights; and Ethical Issues in Marketing Research. Market: A valuable reference of marketing research for all professional marketers, including researchers, marketing professionals, and advertising professionals.

See all Editorial Reviews

Product Details

• Paperback: 661 pages
• Publisher: Prentice Hall College Div; 2nd edition (February 12, 1998)
• Language: English
• ISBN-10: 0138966060
• ISBN-13: 978-0138966065
• Product Dimensions: 10.1 x 8 x 1.3 inches
• Shipping Weight: 3.3 pounds
• Average Customer Review: 3.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,301,275 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

3.0 out of 5 stars CD not attached, September 21, 2010

By 

nc - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Research (6th Edition) (Hardcover)

The book itself and student companion web site is great! However, students who will be needing SPSS 17 with the text should be careful when purchasing CD. Only purchase from Pearson and seek advice from web site should there be any problem with installation of SPSS software.

0 of 1 people found the following review helpful:

4.0 out of 5 stars great book, May 19, 2011

By 

aaron bailey - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Research (6th Edition) (Hardcover)

The book was in great condition and exactly what I ordered. Much better than some I have purchased at a textbook store on campus.

10 of 20 people found the following review helpful:

5.0 out of 5 stars Great way to learn Marketing Research, January 11, 1999

By A Customer

This review is from: Marketing Research (Paperback)

I used this book along with a Marketing Research class at Drake University. The text clearly explained the principles of marketing research and provided real-life examples. I highly recommend this book to anyone involved with Marketing.