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Marketing Research (6th Edition) Hardcover – July 24, 2009

ISBN-13: 978-0136027041 ISBN-10: 0136027040 Edition: 6th

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Product Details

  • Hardcover: 672 pages
  • Publisher: Prentice Hall; 6 edition (July 24, 2009)
  • Language: English
  • ISBN-10: 0136027040
  • ISBN-13: 978-0136027041
  • Product Dimensions: 1.2 x 8.5 x 10.2 inches
  • Shipping Weight: 3.2 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #12,132 in Books (See Top 100 in Books)

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


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Customer Reviews

Easy to read and follow.
Marsha Elcock
A book that takes you trough all the process, understandable for non related professionals but a MUST for experts on the field.
Pedro Lopez
The topics covered were relevant, and I decided to keep the book after the class for future reference.
Scott Helmreich

Most Helpful Customer Reviews

2 of 3 people found the following review helpful By Pedro Lopez on August 9, 2013
Format: Hardcover Verified Purchase
Very nice presentation with balance between content, images and case studies. A book that takes you trough all the process, understandable for non related professionals but a MUST for experts on the field. Half of the book contains whatever you need to be an expert, the other half contains the application on the field. Also contains a very detailde names and topics INDEX. It has a magnificient writting to involve you on this marketing field, and a magic easy to understand teaching. A MUST HAVE book on Marketing.
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Format: Hardcover Verified Purchase
I was required to purchase this book for a Marketing class in my Business Economics degree. It was well-written and easy to read. The topics covered were relevant, and I decided to keep the book after the class for future reference.
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0 of 2 people found the following review helpful By Marsha Elcock on December 23, 2013
Format: Hardcover Verified Purchase
This was necessary for a college-level course I took. Easy to read and follow. Recommend this text to anyone taking a degree in Marketing
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13 of 24 people found the following review helpful By A Customer on January 11, 1999
Format: 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.
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2 of 6 people found the following review helpful By nc on September 21, 2010
Format: Hardcover Verified Purchase
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.
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0 of 3 people found the following review helpful By Brokestudent on September 8, 2013
Format: Hardcover Verified Purchase
Book was a great price and came quickly before classes began. It is also in good condition. However, I do not actually like the product itself since it is a textbook.
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