Essentials of Marketing Research

by Hair, Jr., Joseph; Wolfinbarger, Mary; Bush, Robert; Ortinau, David

• ISBN13: 9780073404820
• ISBN10: 0073404829
• Edition: 2nd
• Format: Paperback
• Copyright: 2009-11-25
• Publisher: McGraw-Hill Education

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 Managerial Decision Making

-The Marketing Research Process and Proposals

Designing the Marketing Research Project

-Secondary Data, Literature Reviews and Hypotheses

-Exploratory Research Designs and Data Collection Approaches

-Descriptive and Causal Research Designs

Gathering and Collecting Accurate Data

-Sampling: Theory and Methods

-Measurement and Scaling

-Designing the Questionnaire

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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