عنوان

Essentials of marketing research /

0071318372

0078028817

9780071318372

9780078028816

Essentials of marketing research /

[Book]

Joseph F. Hair, Jr. [and others].

3rd ed.

New York, NY :

McGraw-Hill/Irwin,

©2013.

xviii, 414 pages :

illustrations ;

26 cm

Includes bibliographical references and indexes.

Marketing research for managerial decision making -- The marketing research process and proposals -- Secondary data, literature reviews, and hypotheses -- Exploratory and observational research designs and data collection approaches -- Descriptive and casual research designs -- Sampling : theory and methods -- Measurement and scaling -- Designing the questionnaire -- Qualitative data analysis -- Preparing data for quantitative analysis -- Basic data analysis for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings.

Part 1: The Role and Value of Marketing Research Information. Marketing Research for Managerial Decision Making ; The Marketing Research Process and Proposals. -- Part 2: Designing the Marketing Research Project. Secondary Data, Literature Reviews and Hypotheses ; Exploratory Research Designs and Data Collection Approaches ; Descriptive and Casual Research Designs. -- Part 3: Gathering and Collecting Accurate Data. Sampling: Theory and Methods ; Measurement and Scaling ; Designing the Questionnaire. -- Part 4: 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.

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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 students a strong command of market research principles, while being short enough to use alongside cases or projects."--Publisher's website.

Marketing research.

Marketing research.

Marketingforschung.

Hair, Joseph F.

20200822084420.0

[Book]

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