Essentials of Marketing Research 4th Edition

Essentials of Marketing Research 4th Edition – Ebook Instant Download/Delivery ISBN(s): 9780078112119,0078112117

Product detail:

• ISBN-10 ‏ : ‎ 0078112117
• ISBN-13 ‏ : ‎ 9780078112119
• Author: Joseph F. Hair Jr

Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results. Application-oriented approach as well as being concise enough for use alongside cases and other course projects. 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.

Table of contents:

1. The Role and Value of Marketing Research Information
2. Marketing Research forManagerial DecisionMaking
3. The Marketing ResearchProcess and Proposals
4. Designingthe MarketingResearch Project
5. Secondary Data, LiteratureReviews, and Hypotheses
6. Exploratory andObservational ResearchDesigns and DataCollection Approaches
7. Descriptive and CausalResearch Designs
8. Gathering andCollectingAccurate Data
9. Sampling: Theoryand Methods
10. Measurement and Scaling
11. Designing theQuestionnaire
12. Data Preparation,Analysis, andReporting theResults
13. Qualitative Data Analysis
14. Preparing Data forQuantitative Analysis
15. Basic Data Analysis forQuantitative Research
16. Examining Relationshipsin Quantitative Research
17. Communicating MarketingResearch Findings

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