Marketing Research

by A. Parasuraman and Dhruv Grewal

Book Overview

InMarketing Research,the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0618660631
• ISBN13: 9780618660636
• Release Date: January 2006
• Publisher: Houghton Mifflin
• Length: 638 Pages
• Weight: 3.15 lbs.
• Dimensions: 1.0" x 8.2" x 10.3"

Customer Reviews

The best book for Market Research!

If you are serious about focus group, sampling, data collection, quantitative analysis, and the use of software in Marketing Research. This is the best book for it. The book has significant technical and quantitative details. If you are a creative type (right brain), as most marketers are, you may find the book very difficult to read. If you are trained in accounting, engineering, science or any one with a left brain (analytical, technical, etc), you will love this book. I have taught Market Research courses in MBA programs for 8+ years with five companies. I need to explain the formula of this book, in great details. In addition, I employed Statistical Package Social Science (SPSS) software, for Chapters 12 through 16. Without SPSS software, students would have no clue to learn these fine chapters. For most of my colleagues using the same textbook, they skip these chapters. Why? First of all, they never learned them when they were in MBA program. Secondly, they are creative types, with the right brain. Left brain does not exist in them. In short, there are thousands of jobs in market research, [...]. But being creative is not good enough, you need the left brain quantitative skills, that you can find in this great book.

This book will change how you make decisions

This book will change how you make Marketing decisions. Research is definitely the first phase of any marketing plan. Know your market, your target, and your goals to truly maximize your marketing plan. This and other information will be found in this book.