000			02859nam a22003017a 4500
999			_c129049 _d129049
003			phtghnu
005			20231120101959.0
007			ta
008			231120b2021 nyu||||| |||| 00| 0 eng d
020			_a 9781260575781 _qpaperback
040			_beng _cHNU _erda
082			_223 _3GC _a658.83 H12 _b©2021
100			_aHair, Joseph F., _eauthor.
245			_a Essentials of marketing research / _cJoseph F. Hair, Jr., University of South Alabama, David J. Ortinau, University of South Florida, Dana E. Harrison, East Tennessee State University, authors.
250			_aFifth, International Student edition
264			_a New York, NY : _bMcGraw-Hill Education, _c©2021.
300			_a xx, 428 pages : _b illustrations ; _c 26 cm
504			_aIncludes bibliographical references and index.
505			_aPart 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
520			_a"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
521			_aCBA _bBachelor of Science in Business Administration Major in Marketing Management
546			_aIn English
650			_aMarketing research.
700			_aOrtinau, David J., _eauthor.
700			_aHarrison, Dana E., _eauthor.
942			_2ddc _cBK _h600-699