Hair, Joseph F., Jr.,  1944- <br/><br/>
Essentials of marketing research / 
Joseph F. Hair Jr., David J. Ortinau, and Dana E. Harrison. 
 - Fifth edition  
 - xx, 428 pages :  illustrations ;  26 cm.  
<br/><br/> Includes index. 
<br/><br/>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.  
<br/><br/><label>ISBN: </label>9781260575781 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>LC Class. No.: </label>HF5415.2 
<br/><br/><label>Dewey Class. No.: </label>658.83  / H127e