Marketing research : a practical approach for the new Millennium

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Title:

Author:

Hair, Joseph F.

ISBN:

9780256195552

9780072356502

9780071164764

Personal Author:

Hair, Joseph F.

Publication Information:

Physical Description:

xxii, 682 pages : color illustrations ; 26 cm.

Series:

Irwin/McGraw-Hill series in marketing

Irwin/McGraw-Hill series in marketing.

General Note:

Includes index.

Contents:

Part I. Marketing research information and technology: Ch. 1. The role of marketing research in strategic planning -- Ch. 2. The research process -- Ch. 3. Problem definition, research objectives, and marketing research ethics -- Ch. 4. Strategic information management: secondary data sources -- Ch. 5. Technology and the new information age -- Part II. Designing the marketing research project: -- Ch. 6. Marketing research and database development -- Ch. 7. Marketing decision support systems -- Ch. 8. Exploratory designs: in-depth interviews and focus groups -- Ch. 9. Descriptive research designs: survey methods and errors -- Ch. 10. Causal research: experiments, test markets, and observation methods -- Part III. Gathering and collecting accurate data: Ch. 11. Sampling: theory, designs, and issues in marketing research -- Ch. 12. Overview of measurement: construct development and scale measurement -- Ch. 13. Attitude scale measurements used in survey research -- Ch. 14. Questionaire design and issues -- Part IV. Data preparation and analysis: Ch. 15. Coding, editing, and preparing data for analysis -- Ch. 16. Data analysis: testing for significant differences -- Ch. 17. Data analysis: testing for association -- Ch. 18. Data analysis: multivariate techniques for the research process -- Ch. 19. Preparing the marketing research report and presentation.

Subject Term:

Marketing research.

Added Author:

Bush, Robert P.

Ortinau, David J.

Copies:

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Searching... 1:RCBMF	1:GEN-BOOK	000089879	658.8 HAI	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000005944	658.83 HAI	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000005945	658.83 HAI	2	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039137	658.83 HAI	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039138	658.83 HAI	2	Searching... Unknown

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Summary

Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.