Marketing Research A Practical Approach for the New Millennium with Data Disk Package

Name: Marketing Research A Practical Approach for the New Millennium with Data Disk Package
Availability: OutOfStock
ISBN: 9780072358445

ISBN-10: 0072358440

ISBN-13: 9780072358445

Edition: 2000

Authors: Joseph F. Hair, Robert Bush, David Ortinau

List price: $91.88

30 day, 100% satisfaction guarantee!

Out of stock

We're sorry. This item is currently unavailable.

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Description:

This book, which represents a departure from the standard offerings for this course, is distinctive in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical information research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, it is so replete with real-world material that it allows students to see the immediate value of marketing research.

Book details

List price: $91.88
Copyright year: 2000
Publisher: McGraw-Hill Higher Education
Binding: Mixed Media
Pages: 704
Size: 8.00" wide x 9.75" long x 1.25" tall
Weight: 3.344
Language: English



Marketing Research Information and Technology


The Role of Marketing Research in Strategic Planning


The Research Process


Problem Definition,Research Objectives, and Marketing Research Ethics


Strategic Information Management:Secondary Data Sources


Technology and the New Information Age


Designing the Marketing Research Project


Marketing Research and Database Development


Marketing Decision Support Systems


Exploratory Designs: In-Depth Interviews and Focus Groups


Descriptive Research Designs: Survey Methods and Errors


Casual Research: Experiments, Test Markets and Observation Methods


Gathering and Collecting Accurate Data


Sampling: Theory, Design, and Issues in Marketing Research


Overview of Measurement: Construct Development and Scale Measurement


Attitude Scale Measurements Used in Survey Research


Questionnaire Design and Issues


Data Preparation and Analysis


Coding, Editing, and Preparing Data for Analysis


Data Analysis: Testing for Significant Differences


Data Analysis: Testing for Association


Data Analysis: Multivariate Techniques for the Research Process


Preparing the Marketing Research Report and Presentation