Marketing research

Synopsis

This book presents marketing research through the eyes of a manager using purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A 'real world' view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. With a 'user of the research' focus to the text, it presents marketing research through the eyes of a manager using and perhaps purchasing marketing research information. It includes integrated, real world SPSS exercises to give students hands - on experience. It also offers continued complete integration of the Internet and its effect on the field of market research.