Essentials of Marketing Research

Paperback | September 4, 2012

byJr., Joseph Hair, Mary Celsi, Robert Bush

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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.

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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 marketi...

Format:PaperbackDimensions:10 × 8 × 0.7 inPublished:September 4, 2012Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0078028817

ISBN - 13:9780078028816

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Table of Contents

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 Research Designs and Data Collection Approaches

Chapter 5-Descriptive 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-Reporting and Presenting Results