In every copy of Marketing Research there is a student copy of SPSS software ! Using SPSS 10.0 is easy with the Student Assistant ! With our third edition...
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In every copy of Marketing Research there is a student copy of SPSS software ! Using SPSS 10.0 is easy with the Student Assistant ! With our third edition of Marketing Research, we again have created the SPSS Student Assistant tutorial by using Lotus ScreenCam movies of the cursor movements and various windows associated with the SPSS for Windows program. The SPSS Student Assistant uses the Student Version of SPSS for Windows. Within each movie, we have included annotations describing the various operations and we have highlighted the specific features and aspects of these operations. SPSS for Windows is a complex system, and the SPSS Student Assistant takes student learners step-by-step through basic as well as advanced SPSS operations. Roughly one-third of the Student Assistant ScreenCam movies show how to do file operations, variable modifications, and other SPSS functions pertaining to the SPSS data editor. Over one-half of the movies illustrate the cursor movements and commands and present the actual output of statistical procedures described in the analysis chapters of the textbook.
Sommaire
The nature of marketing research
The industry: structure, evaluation, and ethics
The marketing research process
Defining the problem and determining research objectives
Research design
Secondary data sources
Syndicated services
Observation, focus groups, and other qualitative methods
Survey data collection methods
Measurement in marketing research
Designing data collection forms
Determining the sample plan
Determining the size of a sample
Data collection in the field, nonresponse error, and questionnaire screening
Basic data analysis: descriptive statistics
Inferring sample findings to the population and testing for differences
Determining and interpreting associations between two variables