Essentials of Marketing Research

Name: Essentials of Marketing Research
Price: 5.97 USD
Availability: InStock
ISBN: 9780073404820

ISBN-10: 0073404829

ISBN-13: 9780073404820

Edition: 2nd 2010

Authors: Joseph Hair, Robert P. Bush, David J. Ortinau, Mary Wolfinbarger

List price: $233.00

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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 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 your students a strong…

Book details

List price: $233.00
Edition: 2nd
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 11/25/2009
Binding: Paperback
Pages: 416
Size: 8.00" wide x 9.75" long x 0.50" tall
Weight: 1.584




The Role and Value of Marketing Research Information



-Marketing Research for Managerial Decision Making



-The Marketing Research Process and Proposals



Designing the Marketing Research Project



-Secondary Data, Literature Reviews and Hypotheses



-Exploratory Research Designs and Data Collection Approaches



-Descriptive and Causal Research Designs



Gathering and Collecting Accurate Data



-Sampling: Theory and Methods



-Measurement and Scaling



-Designing the Questionnaire



Data Preparation, Analysis and Reporting the Results



-Qualitative Data Analysis



-Preparing Data for Quantitative Analysis



-Basic Data Analysis for Quantitative Research



-Examining Relationships in Quantitative Research



-Reporting and Presenting Results