by Jean-Marc Decaudin, Afifa Bouguerra, Naresh Malhotra · PEARSON · tapa blanda · ISBN 9782744072307
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«Études marketing avec SPSS» is the marketing manual by Decaudin, Bouguerra and Malhotra, published by Pearson in paperback (704 pages, in French).
Reference work on market research covering the entire process: objective definition, methodology, research design, questionnaires, sampling, data collection and statistical analysis. Focuses on SPSS software and includes case studies, chapter exercises and a store project as a guiding thread.
Fifth edition of the work, published in 2007 and part of Pearson's Marketing collection.
Aimed at postgraduate university marketing students and marketing and data analysis professionals.
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