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Marketing Research

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Marketing Research

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Marketing Research by Joseph F Hair
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Description

This book takes an application-oriented approach and provides a balance between primary and secondary information and the techniques and methods that underpin these two types of data.

Table of Contents

Part 1: The Role and Value of Marketing Research Chapter 1: Marketing Research and Managerial Decision Making Chapter 2: Overview of the Research Process and Research Proposals Chapter 3: Information Driven Technology and the Research Process Chapter 4: Market Intelligence and Database Research Part 2: Designing Marketing Research Projects Chapter 5: Secondary Research: Designs, Searches and Sources Chapter 6: Exploratory Research using Qualitative and Observation Methods Chapter 7: Analyzing and Reporting Qualitative Research Chapter 8: Descriptive Research Designs Using Surveys Chapter 9: Causal Research Designs and Test Markets Part 3: Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans Chapter 11: Overview Measurement: Construct Development and Scaling Chapter 12: Advanced Measurement Designs for Survey Research Chapter 13: Questionnaire Designs: Concepts and Issues Part 4: Data Preparation, Analysis, and Reporting Results Chapter 14: Preparing Survey Data for Analysis Chapter 15: Data Analysis: Testing for Significant Differences Chapter 16: Data Analysis: Testing for Associations Chapter 17: Overview of Multivariate Analysis Methods Chapter 18: Preparing and Presenting Marketing Research Reports
Release date Australia
February 15th, 2008
Country of Publication
United States
Edition
4th Revised edition
Illustrations
Illustrations
Imprint
McGraw Hill Higher Education
Pages
720
Dimensions
210x259x33
ISBN-13
9780073404707
Product ID
4350513

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