Essentials of Marketing Research

Name: Essentials of Marketing Research
Price: 7.11 USD
Availability: InStock
ISBN: 9780073381022

ISBN-10: 0073381020

ISBN-13: 9780073381022

Edition: 2008

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

List price: $135.00

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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 your students a strong…

Book details

List price: $135.00
Copyright year: 2008
Publisher: McGraw-Hill Higher Education
Publication date: 7/2/2007
Binding: Paperback
Pages: 400
Size: 8.00" wide x 9.75" long x 0.75" tall
Weight: 1.540
Language: English



The Role and Value of Marketing Research Information


Marketing Research for Decision Making


The Marketing Research Process and Proposals


Designing the Marketing Research Project


Literature Reviews and Hypotheses


Secondary Data and Sources


Exploratory Research Designs


Descriptive Research Designs


Causal Research Designs


Gathering and Collecting Accurate Data


Sampling: Theory and Methods


Measurement & Scaling


Designing the Questionnaire


Data Preparation, Analysis and Reporting the Results


Data Analysis for Qualitative Research


Preparing Data for Quantitative Analysis


Basic Data Analysis for Quantitative Research


Examining Relationships in Quantitative Research


Reporting and Presenting Results