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Marketing Research Essentials, with SPSS [Paperback]

Carl McDaniel Jr. , Roger Gates
4.2 out of 5 stars  See all reviews (11 customer reviews)


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Marketing Research Essentials, with SPSS Marketing Research Essentials, with SPSS 4.5 out of 5 stars (8)
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Book Description

February 20, 2007 0470131985 978-0470131985 6
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.

*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

*Chapter-Opening Vignettes discuss prominent companies/products.

*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.

*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.

*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.

* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.

* The latest version of SPSS is included in every new copy of the text.

* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.


Product Details

  • Paperback: 544 pages
  • Publisher: Wiley; 6 edition (February 20, 2007)
  • Language: English
  • ISBN-10: 0470131985
  • ISBN-13: 978-0470131985
  • Product Dimensions: 9.8 x 7.9 x 0.9 inches
  • Shipping Weight: 2 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #845,756 in Books (See Top 100 in Books)

More 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.

Customer Reviews

Most Helpful Customer Reviews
1 of 1 people found the following review helpful
4.0 out of 5 stars Good Marketing Research Book August 20, 2009
By Plinio
Format:Paperback|Verified Purchase
Good marketing research book. It covers all the main topics with extreme clarity. I'd recommend it to anyone who wishes to have a deep overview on this subject. After reading the book you can both do research yourself or if you are in a management position gain a better understanding of the available opportunity in this field.
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5.0 out of 5 stars College Textbook December 3, 2012
Format:Paperback|Verified Purchase
I rated this textbook with five starts cause the book is easy to understand and the exercises that are in this book it will help to understand the book. I did like the textbook and I recommend if you going to take a class for this textbook.
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4.0 out of 5 stars Great value February 13, 2011
Format:Paperback|Verified Purchase
This book was exactly what I needed for my marketing research class. The reading is interesting and it is not dull or boring.
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5.0 out of 5 stars Easy to Understand May 15, 2010
Format:Paperback
I used this text for a master's class in research. It did a great job of explaining this often difficult to understand subject. The book provides plenty of examples and always relates the subject to the real world. Wording is down to earth, too. Very helpful. Some of the later chapters that deal with sample size determination, etc were difficult, but it's a hard subject. And I hate math. I have spent much time in previous classes needing to troll the Internet for info because the books we used weren't well written. Thanks to the authors for writing a great book that made my semester so much easier than others. Everyone should write texts this organized and thoughtful.
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3.0 out of 5 stars Good information, sometimes hard to follow text. December 29, 2009
Format:Paperback|Verified Purchase
There's great information about surveys. The samples, examples, and the descriptions of different methodologies are quite useful. Some chapters are easy to read, but a few are difficult to follow because of the writing style. I installed and used SPSS (trial version is on the CD) which worked just fine. If you're interested in the detailed statistical analysis, there's information about that too.
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0 of 1 people found the following review helpful
5.0 out of 5 stars exceeded expectations February 27, 2011
Format:Paperback|Verified Purchase
The product was just as described and it got to me before original time. Plus there was an issue with the discnot being sent...but the seller resolved the problem ASAP.
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