Essentials of Marketing Research
by Hair, Jr., Joseph; Celsi, Mary; Bush, Robert; Ortinau, DavidEdition: 3rd
Format: Paperback
Pub. Date: 2012-09-04
Publisher(s): McGraw-Hill Education
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Summary
Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
Table of Contents
Part 1: The Role and Value of Marketing Research Information
Chapter 1—Marketing Research for Managerial Decision Making
Chapter 2—The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3—Secondary Data, Literature Reviews and Hypotheses
Chapter 4—Exploratory Research Designs and Data Collection Approaches
Chapter 5—Descriptive and Casual Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6—Sampling: Theory and Methods
Chapter 7—Measurement and Scaling
Chapter 8—Designing the Questionnaire
Part 4: Data Preparation, Analysis and Reporting the Results
Chapter 9—Qualitative Data Analysis
Chapter 10—Preparing Data for Quantitative Analysis
Chapter 11—Basic Data Analysis for Quantitative Research
Chapter 12—Examining Relationships in Quantitative Research
Chapter 13—Reporting and Presenting Results
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