Product Description
For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.
Marketing Research: An Applied Orientation, 5e allows students to actually experience the interaction between marketing research and marketing decision-making…. More >>
Marketing Research: An Applied Orientation and SPSS 14.0 Student CD
Tags: 14.0, Applied, interaction, level undergraduate courses, Marketing, marketing research, Orientation, Research, SPSS, student, student cd
#1 by Katie Zahn on February 4, 2010 - 3:27 pm
I ordered the book and it came in on time and I received a great copy of the book. The downfall was that the book wasn’t what I was looking for…the most important thing that I needed was the CD that came inside the book. The CD is called SPSS and I received one for organizational management. I had to purchase a new book from my college bookstore, which cost me over $200.00. I want to be refunded for my book because it is of no use for me. Please do not purchase this book unless you are sure you are receiving the correct components. If thsi does not get resolved I will NEVER order from AMAZON ever again.
Katie
Rating: 1 / 5
#2 by Anonymous on February 4, 2010 - 4:11 pm
The book has very methodically explained the various aspects of MR. Problem methodology and questionnaire design has been dealt with exhaustively. Data analysis is also very good.
Rating: 5 / 5
#3 by Documus on February 4, 2010 - 4:24 pm
Good overview book for consumer market research, but weak in the areas of industrial and medical/pharmaceutical market research, where tactics and objectives are much different.
Coverage of traditional methods is sound and thorough, and the internet market research techniques tend to stick to the conversions from traditional methods. Viral marketing and monitoring are over-looked, probably because few people call such activities market research. Overall, the book is generally well-written.
Two criticisms: With time and budget such a large part of the entire market research field, the book has few numbers in that regard, making it seem less practical than it actually is. Second, the examples start at clearly defined objectives. While it discusses the importance of clear objectives, it conveys it in an academic and simplified manner, not addressing the analytics of turning a vague forecast or planning need into a clear study objective.
As a general market research and survey reference, we at Documus give it good marks.
Rating: 4 / 5
#4 by Paul A. Dennis on February 4, 2010 - 6:16 pm
I orderd THE book for my Masters course that I am doing . These people have not honored their end of the bargin and refuse to respond to my email. I think I might be robbed.
Rating: 1 / 5
#5 by Anonymous on February 4, 2010 - 7:53 pm
very good book which enables you to go further in the market research and its applications. I recommand it heavily for students in social sciences ans especially Marketing because it includes some good exemples from real life sitaution.
Christine Amir
Rating: 5 / 5