TY  - BOOK
AU  - Hair,Joseph F.,Jr
AU  - Ortinau,David J.
AU  - Harrison,Dana E.
TI  - Essentials of marketing research
SN  - 9781260575781
AV  - HF5415.2 
U1  - 658.83 23
PY  - 2021///
CY  - New York
PB  - McGraw-Hill Education
KW  - Marketing research
N1  - 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.
ER  -