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Essentials of marketing research / Joseph F. Hair Jr., David J. Ortinau, and Dana E. Harrison.

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill Education, 2021Edition: Fifth editionDescription: xx, 428 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781260575781
Subject(s): DDC classification:
  • 658.83 H127e 23
LOC classification:
  • HF5415.2
Contents:
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.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Circulation Section CIR 658.83 H127e 2021 (Browse shelf(Opens below)) 1-1 Available 026676

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.

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