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|Title: ||Marketing research with SPSS|
|Authors: ||JANSSENS, Wim|
DE PELSMACKER, Patrick
VAN KENHOVE, Patrick
|Issue Date: ||2008|
|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.|
|Validation: ||vabb, 2010|
|Appears in Collections: ||Research publications|
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