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    Essentials of Marketing Research

    ISBN-10: 0078028817
    ISBN-13: 9780078028816
    Author(s): Robert Bush, Joseph F. Hair, David Ortinau, Mary Wolfinbarger
    Description: Essentials of Marketing Researchconcisely 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  More...
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    List Price: $137.99
    Edition: 3rd
    Publisher: McGraw-Hill Education
    Binding: Paperback
    Pages: 432
    Size: 7.75" wide x 9.75" long x 0.75" tall
    Weight: 2.024
    Language: English

    Essentials of Marketing Researchconcisely 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 Researchgives students a strong command of market research principles, while being short enough to use alongside cases or projects.

    Dr. Joe Hair is Founder and Senior Scholar of the Doctoral Degree in Business Administration, Coles College, Kennesaw State University, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Ourso College of Business Administration, Louisiana State University. He has authored over 40 books, including Multivariate Data Analysis, Prentice-Hall, 7 th edition, 2010 (cited 22,000+ times); Marketing, South-Western Publishing Company, 12 th edition 2012; Essentials of Business Research Methods, M.E. Sharpe, 2011; Research Methods for Business, Wiley, 2007; and Essentials of Marketing Research, McGraw-Hill/Irwin, 3 rd edition 2013. He also has published numerous articles in scholarly journals such as the Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, Journal of Business Research, Journal of Long Range Planning, Journal of Marketing Theory and Practice, International Marketing Review, Journal of Experimental Education, Business Horizons, Journal of Retailing, Multivariate Behavioral Research, and others. He was recognized as the 2011 Academy of Marketing Science Marketing Educator of the year. He often presents seminars on research techniques, multivariate data analysis and marketing issues for organizations in Europe, Australia and other locations outside the U.S.

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