Books of Knowledge

About This Book

*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.

Marketing Research Essentials, with SPSS
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Customer Reviews
Easy to Understand   Review Date: May 15, 2010 Reviewer: C. Carlson, Ohio, United States 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. EXCELLENT   Review Date: September 28, 2009 Reviewer: SHOE LOVER, FORT WORTH, TX GREAT SHIPPING, PRODUCT GOT HERE VERY VERY FAST, AND THE BOOK WAS EXACTLY AS STATED Good Marketing Research Book   Review Date: August 20, 2009 Reviewer: A. Campagnolo, Florida, USA 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. Good, for a textbook   Review Date: November 12, 2007 Reviewer: Inspired Shopper, I had to buy this for a class and haven't really read much of it. I found it to be really dense and I didn't really have the patience to read it all, but what I did read was good. So if you are really into marketing research and have the patience to read a marketing research textbook, this is a pretty good one. Good information, sometimes hard to follow text.   Review Date: December 29, 2009 Reviewer: D. Lawson, Mountain View, Ca 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. The book that never arrived   Review Date: October 19, 2008 Reviewer: Jan Erik Olsen, France I ordered this book with a courier deliver at September 17. 2008. Today it is Oktober 19. 2008, and i have still not seen any sign of the book. I have already finished the purpose i needed it for, so it wouldnt help me much if it arrives any time in the future either....