Steve D'Alessandro

Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach. The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices. This text is essential if you’re studying marketing research in any business or marketing course.

This text provides business students with a practical introduction to SPSS. Specifically written for business students, this text provides an in-depth explanation of key techniques and steps to follow when using SPSS. It shows students what to do and why to do it. Students learn the most essential techniques relevant to using SPSS in a business context. Each chapter includes a working example of how to analyse real business problems. Screen shots are used throughout to show every step of the process.