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Essentials of Marketing Research ISE de Joseph Hair

Essentials of Marketing Research ISE

Autor Joseph Hair, Mary Celsi, David Ortinau, Robert Bush, Dana E. Harrison
en Limba Engleză Paperback – 6 mar 2023
Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities.  The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects.  A continuing case and corresponding data sets included.     

Available with McGraw-Hill Connect® and SmartBook 2.0. 
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Specificații

ISBN-13: 9781266261503
ISBN-10: 1266261508
Pagini: 448
Dimensiuni: 203 x 254 x 20 mm
Greutate: 0.69 kg
Ediția:6
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States

Cuprins

Part 1: The Role and Value of Marketing Research Information  
Chapter 1: Marketing Research for Managerial Decision Making  
Chapter 2: The Marketing Research Process and Proposals 


Part 2: Designing the Marketing Research Project  
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses  
Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches 
Chapter 5: Descriptive, Predictive and Causal Research Designs  


Part 3: Gathering and Collecting Accurate Data  
Chapter 6: Sampling: Theory and Methods  
Chapter 7: Measurement and Scaling  
Chapter 8: Designing the Questionnaire  


Part 4: Data Preparation, Analysis, and Reporting the Results  
Chapter 9: Qualitative Data Analysis  
Chapter 10: Preparing Data for Quantitative Analysis  
Chapter 11: Basic Data Analysis for Quantitative Research  
Chapter 12: Examining Relationships in Quantitative Research 
Chapter 13: Communicating Marketing Research Findings