Essentials of Marketing Research
Published on 1. July 2007
Book
Paperback/Softback
400 pages
978-0-07-338102-2 (ISBN)
Description
"Essentials of Marketing Research" concisely 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 Research" gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
More details
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 251 mm
Width: 203 mm
Thickness: 17 mm
Weight
705 gr
ISBN-13
978-0-07-338102-2 (9780073381022)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Jr., Joseph Hair | Mary Celsi | Robert Bush
Essentials of Marketing Research
Book
01/2010
2nd Edition
McGraw-Hill Professional
€183.21
Article is exhausted; no reprint
Persons
Content
Part 1: The Role and Value of Marketing Research Information Chapter 1 - Marketing Research for Decision Making Chapter 2 - The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3 - Literature Reviews and Hypotheses Chapter 4 - Secondary Data and Sources Chapter 5 - Qualitative and Observational Research Designs Chapter 6 - Descriptive and Causal Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 7 - Sampling: Theory and Methods Chapter 8 - Measurement & Scaling Chapter 9 - Designing the Questionnaire Part 4: Data Preparation, Analysis and Reporting the Results Chapter 10 - Analyzing and Reporting Qualitative Research Chapter 11 - Preparing Data for Quantitative Analysis Chapter 12 - Basic Data Analysis for Quantitative Research Chapter 13 - Examining Relationships in Quantitative Research Chapter 14 - Reporting and Presenting Results