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http://hdl.handle.net/1942/9869
Title: | Marketing research with SPSS | Authors: | JANSSENS, Wim WIJNEN, Katrien DE PELSMACKER, Patrick VAN KENHOVE, Patrick |
Issue Date: | 2008 | Publisher: | Pearson | Abstract: | In the past, there have been Marketing Research books and there have been SPSS guide books. This book combines the two, providing a step-by-step treatment of the major choices facing marketing researchers when using SPSS. The authors offer a concise approach to analysing quantitative marketing research data in practice. Whether at undergraduate or graduate level, students are often required to analyse data, in methodology and marketing research courses, in a thesis, or in project work. Although they may have a basic understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap by offering a introduction to marketing research techniques, whilst simultaneously explaining how to use SPSS to apply them. | Document URI: | http://hdl.handle.net/1942/9869 | ISBN: | 978-0-273-70383-9 | Category: | B1 | Type: | Book | Validations: | vabb 2010 |
Appears in Collections: | Research publications |
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