Teaching statistics to marketing students has always been a difficult and thankless task. It is often difficult to find an acceptable statistical software package that does not require a prerequisite unit in computer systems and research methodology to provide students with the rudiments of marketing research technique. Various SPSS statistical packages for use in teaching Marketing Research are compared, and it was determined that the SPSS‐Studentware package offers the necessary statistical procedures and an excellent manual/text for the undergraduate marketing research student. Such variables as price, readability of the manual, statistical procedures and features of other manuals were compared.
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1990
Keywords: Learning; Marketing research; Statistics