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Title: Marketing Research and SPSS 10.0 (3rd Edition) by Naresh K. Malhotra, Naresh Malhotra ISBN: 0-13-033210-0 Publisher: Prentice Hall College Div Pub. Date: 08 September, 2000 Format: Paperback List Price(USD): $160.00

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Average Customer Rating: 1 (1 review)

Rating: 1
Summary: Do Not Expect to Learn SPSS from this Book!...
Comment: I am a student of marketing research and of SPSS. I was thrilled to find what I thought was a book providing instruction in applied marketing research using SPSS. Was I wrong!...P>If you purchase this selection, you get a marketing research text book, and an attached diskette containing SPSS 10.0 student version. Sadly, I must report that the instruction in the book is in no way tied to the software!!

Given the fact that I'm not going to do multivariate without SPSS, this book has not helped me in a significant way at all. Here's an example for you: In the 25 page chapter on Discriminant Analysis, the entire amount of air time given to SPSS is as follows, and I quote: "In the mainframe version of SPSS, the DISCRIMINANT procedure is used for conducting discriminant analysis. This is a general program that can be used for two-group or multiple discriminant analysis. Furtnermore, the direct or the stepwise method can be adopted."

Putting SPSS aside, I cannot recommend this book as a stand alone marketing research learning tool. If you're anything like me, you need lots of excercises to test your understanding. This book contains only a couple of excercises at the end of each chapter, and the answers aren't in the back of the book. If you're studying independently, as I am, this is NO HELP AT ALL!!

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