Loose Leaf for Essentials of Marketing Research

by Hair, Joseph; Ortinau, David; Harrison, Dana E.

• ISBN13: 9781260511857
• ISBN10: 1260511855
• Additional ISBN(s): 9780078112119
• Edition: 5th
• Format: Loose-leaf
• Copyright: 2020-01-02
• Publisher: McGraw Hill
• More Book Details
• Purchase Benefits

Table of Contents

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

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

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

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