Essentials of marketing research / Joseph F. Hair, Jr., University of South Alabama, David J. Ortinau, University of South Florida, Dana E. Harrison, East Tennessee State University, authors.
By: Hair, Joseph F [author.].
Contributor(s): Ortinau, David J [author.] | Harrison, Dana E [author.].
New York, NY : McGraw-Hill Education, ©2021Edition: Fifth, International Student edition.Description: xx, 428 pages : illustrations ; 26 cm.ISBN: 9781260575781.Subject(s): Marketing researchDDC classification: 658.83 H12| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Books
|
College Library General Circulation Section | GC | GC 658.83 H12 2021 (Browse shelf) | Available | HNU004321 |
Browsing College Library Shelves , Shelving location: General Circulation Section , Collection code: GC Close shelf browser
| No cover image available | No cover image available | |||||||
| GC 658.83 D58 Marketing research in a marketing environment / | GC 658.83 Es74 2017 Essentials of marketing research / | GC 658.83 Es74 2017 Essentials of marketing research / | GC 658.83 H12 2021 Essentials of marketing research / | GC 658.83 H12 2022 Essentials of marketing analytics / | GC 658.83 K83 2018 Marketing research for the tourism, hospitality and events industries / | GC 658.83 K96 Essentials of marketing research / |
Includes bibliographical references and index.
Part 1 The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process and Proposals Part 2 Designing the Marketing Research Project 3 Secondary Data, Literature Reviews, and Hypotheses 4 Exploratory and Observational Research Designs and Data Collection Approaches 5 Descriptive and Causal Research Designs Part 3 Gathering and Collecting Accurate Data 6 Sampling: Theory and Methods 7 Measurement and Scaling 8 Designing the Questionnaire Part 4 Data Preparation, Analysis, and Reporting the Results 9 Qualitative Data Analysis 10 Preparing Data for Quantitative Analysis 11 Basic Data Analysis for Quantitative Research 12 Examining Relationships in Quantitative Research 13 Communicating Marketing Research Findings
"Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects."--Publisher's website
College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management
In English
There are no comments for this item.