市场研究导论及SPSS应用 Marketing Research Essentials with SPSS

Real-WorldOrientation.Throughoutthetext,Cases,Chapter-OpeningVignettes,MarketingResearchWarStories,andEthicalDilemmasconnectthematerialstotherealworldofmarketingresearch,asit'spracticedintoday'stopfirms.Focusontheresearchuser-continuestopresentmarketingresearchthroughtheeyesofamanagerusing,orpurchasingmarketingresearchinformation.Chapter-OpeningVignettesdiscussprominentcompanies/products.MarketingResearchAcrosstheOrganizationfeaturespresentaseriesofquestionsandscenariosthatrequirestudentstoconsidertheimpactofmarketingresearchonbasicbusinessactivitiesrelatedtofinance,production,humanresources,andsoforth.