Marketing Research

by HAIR

• ISBN13: 9780073404707
• ISBN10: 0073404705
• Additional ISBN(s): 9780072830873, 9780072947793
• Edition: 4th
• Format: Hardcover
• Copyright: 2008-10-31
• Publisher: McGraw-Hill/Irwin
• More Book Details
• Purchase Benefits

Summary

"The fourth edition of Marketing Research delivers the basic knowledge essential to an introductory text. Written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects, and extensive use of case studies or exercises at the end of each chapter, the text offers a wealth of features, all aimed at teaching the student methods of solving business problems and exploiting business opportunities."--BOOK JACKET.

Table of Contents

The Role and Value of Marketing Research

Marketing Research and Managerial Decision Making

Overview of the Research Process and Research Proposals

Information Driven Technology and the Research Process

Market Intelligence and Database Research

Designing Marketing Research Projects

Secondary Research: Designs, Searches and Sources

Exploratory Research using Qualitative and Observation Methods

Analyzing and Reporting Qualitative Research

Descriptive Research Designs Using Surveys

Causal Research Designs and Test Markets

Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans

Overview Measurement: Construct Development and Scaling

Advanced Measurement Designs for Survey Research

Questionnaire Designs: Concepts and Issues

Data Preparation, Analysis, and Reporting Results

Preparing Survey Data for Analysis

Data Analysis: Testing for Significant Differences

Data Analysis: Testing for Associations

Overview of Multivariate Analysis Methods

Preparing and Presenting Marketing Research Reports

Table of Contents provided by Publisher. All Rights Reserved.