Essentials of Marketing Research

by HAIR, JR.

• ISBN13: 9780073381022
• ISBN10: 0073381020
• Edition: 1st
• Format: Paperback
• Copyright: 2007-07-02
• Publisher: McGraw-Hill/Irwin

Summary

Essentials of Marketing Researchconcisely 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 Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

Table of Contents

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

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