This book is excelent. I have been working few years in a TV marketing area. This book has all the necesary tecniques, with explained examples, to do the research. Assome other reference says, the book is not for begginers, but for people who already understands statistics. Is the must useful book I havefound to apply in my working area.

While this book is very comprehensive, it has way too much information that seems like it has been copied verbatim from some marketing brochures. Most of the mini-cases in the book are not very helpful and just add to the bloat.

Also be aware that the SPSS version that comes with the software is slightly outdated, time-limited, and restricted in functionality (e.g. file-size).

If you consider buying this book for the included SPSS version, don't. If you are looking for a good marketing research textbook, try to find something more condensed.

I ordered the book and it came in on time and I received a great copy of the book. The downfall was that the book wasn't what I was looking for...the most important thing that I needed was the CD that came inside the book. The CD is called SPSS and I received one for organizational management. I had to purchase a new book from my college bookstore, which cost me over $200.00. I want to be refunded for my book because it is of no use for me. Please do not purchase this book unless you are sure you are receiving the correct components. If thsi does not get resolved I will NEVER order from AMAZON ever again.
Katie

I ordered the book and it came in on time and I received a great copy of the book. The downfall was that the book wasn't what I was looking for...the most important thing that I needed was the CD that came inside the book. The CD is called SPSS and I received one for organizational management. I had to purchase a new book from my college bookstore, which cost me over $200.00. I want to be refunded for my book because it is of no use for me. Please do not purchase this book unless you are sure you are receiving the correct components. If thsi does not get resolved I will NEVER order from AMAZON ever again.
Katie

This is a good book for anyone at the grad level looking to learn the basics of mkt. research. The SPSS CD is useful and I found it to be a great tool, especially when doing complex regression projects. The examples provided are very useful. Though sometimes, some sections, seem drawn out, I enjoyed reading this book.

A definite 'BUY' !

There is nothing more comprehensive in the area of Marketing Research than this book. Well laid out and easy to understand. Buying used might be the best bargain.

Of all the books that I have I read in my 12 year career in MR, this one is the best. The coverage is a bit skewed towards quantitative methods, but it is excellent on that. A must have for those who are new to Mr and can also serve as a good refernce book for practitioners.

P.A.Arun

An excellent book for those who are new to MR or for those who wants to revisit the concepts. A well organised book with many real time examples and case studies to learn the concepts from.

I consider this book as a "Must have" one for MR field.