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Rating: 
Summary: Very solid practical text on conducting Marketing Research
Review: Even though this is a textbook, it is quite readable and I think it organized in a very clear and helpful way. The book is divided into three parts:1) Intro & Early Phases of Marketing Research (2 chapters)
2) Research Design Formulation (10 chapters)
3) Data Collection, Preparation, Analysis, and Reporting (11 chapters) Each chapter not only has explanatory text, there are also many helpful pictures, diagrams, additional resources, cases, key terms & concepts, exercises, internet and computer exercises, and activities. The back has necessary statistical tables (if you don't have a calculator or spreadsheet handy, notes, an index, and credits. The author is very practical in his approach. While he provides the necessary technical background and formulas to understand and get the work done, he does not wander off into the theoretical underpinnings of topics such as conjoint analysis. He wants the student to grasp the implications so far as being able to understand the topic, its implications, and how to implement and make use of the various marketing research concepts and tools. The book also comes with a student version of SPSS 11.0. This is VERY handy for student project work at home and in developing skills with a popular and serious statistical tool. The book refers to SPSS many times and explains how it is used in implementing this or that topic under discussion.
Rating:
Summary: Very solid practical text on conducting Marketing Research
Review: Even though this is a textbook, it is quite readable and I think it organized in a very clear and helpful way. The book is divided into three parts: 1)Intro & Early Phases of Marketing Research (2 chapters)
2)Research Design Formulation (10 chapters)
3)Data Collection, Preparation, Analysis, and Reporting (11 chapters) Each chapter not only has explanatory text, there are also many helpful pictures, diagrams, additional resources, cases, key terms & concepts, exercises, internet and computer exercises, and activities. The back has necessary statistical tables (if you don't have a calculator or spreadsheet handy, notes, an index, and credits. The author is very practical in his approach. While he provides the necessary technical background and formulas to understand and get the work done, he does not wander off into the theoretical underpinnings of topics such as conjoint analysis. He wants the student to grasp the implications so far as being able to understand the topic, its implications, and how to implement and make use of the various marketing research concepts and tools. The book also comes with a student version of SPSS 11.0. This is VERY handy for student project work at home and in developing skills with a popular and serious statistical tool. The book refers to SPSS many times and explains how it is used in implementing this or that topic under discussion.
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