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About this product
Product Identifiers
PublisherMcGraw-Hill Companies, T.H.E.
ISBN-10007034745X
ISBN-139780070347458
eBay Product ID (ePID)20038294141
Product Key Features
Number of Pages720 Pages
Publication NameMarketing Research : an Applied Approach
LanguageEnglish
SubjectMarketing / General, Marketing / Research
TypeTextbook
AuthorThomas C. Kinnear, James R. Taylor
Subject AreaBusiness & Economics
SeriesMarketing Ser.
FormatHardcover
Additional Product Features
Edition Number2
Intended AudienceCollege Audience
Dewey Edition19
IllustratedYes
Dewey Decimal658.8/3
SynopsisThis very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases; 14 new to this edition. The changes to the Fifth Edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases available on a PC-disk, accompany each copy of the book and contain real results from actual marketing research studies and are all keyed to the major PC-based analysis packages: SPSS-PC, SAS-PC, SYSTAT-PC, and MYSTAT-PC.
