- Hardcover: 720 pages
- Publisher: Wiley; 7 edition (March 20, 2006)
- Language: English
- ISBN-10: 0471755281
- ISBN-13: 978-0471755289
- Product Dimensions: 8.1 x 1.2 x 10.3 inches
- Shipping Weight: 3 pounds
- Average Customer Review: 4.5 out of 5 stars See all reviews (6 customer reviews)
- Amazon Best Sellers Rank: #1,340,655 in Books (See Top 100 in Books)
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Marketing Research with SPSS 7th Edition
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From the Back Cover
Real Data, Real People, Real ResearchExperience what it’s like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the
- Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores. A new video on Focus Groups shows college students discussing online dating. From the Front Line boxes present real-life insights from practicing professionals at Roger Gates’s research firm, DSS Research. A Student Version of SPSS 14.0 is packaged with this text. SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site. New web quizzes enable students to test their understanding of the material. Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.
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Top Customer Reviews
Where the book's a bit weak is on multivariate statistics. Anyone interested in that I highly recommend the Hair et al. book on Multivariate Statistics (truly a superb book -- before my time in academia I worked in market research and everyone in quantitative marketing research loved this book). Every chapter follows the same systematic layout for what the tool does, the intuition behind it, what input data are needed, how to interpret the output... It's great as a reference but also good as a first source to learn from. Anyway, like I said, McDaniel and Gates is quite superficial on the multivariate statistics part, but I have to say that in practice you can go very far just running segment-level averages, crosstabs, and regressions, so I don't consider that a deadly flaw. Those who are looking for a marketing research textbook that's more quantitative, I think Malhotra does a good job, but I find it a bit dry and encyclopedic (but otherwise a perfectly good source to learn from). If money's no object, you'll do well to get both McDaniel and Gates for the qualitative aspects, and buy Hair et al's Multivariate Statistics. Another excellent book to complement these is "Marketing research with SPSS" by De Pelsmacker et al (European book so may have to order through UK division of Amazon). That's basically a "cookbook" with step by step instructions for how to run each of the various types of multivariate analysis common in Marketing research, as well as how to interpret the SPSS output (to understand the intuition, I'd still recommend Hair et al. though). Between those three you're extremely well covered any you'll probably have to go to the journals to get more advanced stuff.