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Marketing Research: An Applied Approach, by Thomas C. Kinnear, James Taylor
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This 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 5th 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 on a PC disk that accompanies each copy of the book 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.
- Sales Rank: #2652353 in Books
- Published on: 1995-12-01
- Original language: English
- Number of items: 1
- Dimensions: 1.68" h x 7.56" w x 9.42" l,
- Binding: Hardcover
- 880 pages
Most helpful customer reviews
8 of 11 people found the following review helpful.
Practical, useful, down to earth
By A Customer
This is an excellent book for anyone looking for practical information on marketing research. Lots of case studies that illustrate. COmprehensive in that it covers the topics in marketing research well, but organized and presented in a simple, easy to read format. Well-structured. More practical, less conceptual or theoretical... as it's an "applied approach."
0 of 0 people found the following review helpful.
Very good material
By wei hua
It does provide practical view of how MR works in the real business world. Because I did not access to the detail before I get it, I'm a little worried about the content. But, after I got it I feel so satisfied with the insight the author provides. In general, it does worthy the money I pay for. Highly suggested.
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