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Title: Good text book!
Review: For anyone who wishes to do marketing research and gets a good foundation, this is the book for you. It is appropriate for any undergraduate or graduate marketing research course. For the former, one does not have to cover SPSS in details. For the latter, SPSS is needed for data analysis and interpretations. The book came with a copy of the SPSS version 16.0 for MS Windows Vista, that students can use it for free. It is a great value. The research cases tend to be short and easy to read. For advanced research, one needs to consult Journal Marketing Research or International Journal Marketing Research for Ph.D. thesis topics.
