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Loose Leaf for Essentials of Marketing Research book cover, ISBN 9781265788049

Loose Leaf for Essentials of Marketing Research

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

ISBN13: 9781265788049
ISBN10: 1265788049
eBook ISBN(s): 9781264492893, 9781265800833
Edition: 6th
Format: Loose-leaf
Copyright: 2023-01-18
Publisher: McGraw Hill

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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 and Observational Research Designs and Data Collection Approaches

Chapter 5: Descriptive, Predictive 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: Communicating Marketing Research Findings

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