Essentials of marketing research /
Hair, Joseph F., Jr., 1944-
Essentials of marketing research / Joseph F. Hair Jr., David J. Ortinau, and Dana E. Harrison. - Fifth edition - xx, 428 pages : illustrations ; 26 cm.
Includes index.
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 and observational research design and data collection approaches -- Descriptive and causal research design -- Gathering and collecting accurate data -- 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 -- communicating marketing research findings.
9781260575781
Marketing research.
HF5415.2
658.83 / H127e
Essentials of marketing research / Joseph F. Hair Jr., David J. Ortinau, and Dana E. Harrison. - Fifth edition - xx, 428 pages : illustrations ; 26 cm.
Includes index.
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 and observational research design and data collection approaches -- Descriptive and causal research design -- Gathering and collecting accurate data -- 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 -- communicating marketing research findings.
9781260575781
Marketing research.
HF5415.2
658.83 / H127e