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Irwin Marketing
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Part 1 The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process and Proposals Part 2 Designing the Marketing Research Project 3 Secondary Data, Literature Reviews, and Hypotheses 4 Exploratory and Observational Research Designs and Data Collection Approaches 5 Descriptive and Causal Research Designs Part 3 Gathering and Collecting Accurate Data 6 Sampling: Theory and Methods 7 Measurement and Scaling 8 Designing the Questionnaire Part 4 Data Preparation, Analysis, and Reporting the Results 9 Qualitative Data Analysis 10 Preparing Data for Quantitative Analysis 11 Basic Data Analysis for Quantitative Research 12 Examining Relationships in Quantitative Research 13 Communicating Marketing Research Findings
Essentials of Marketing Research delivers a concise up-to-date review of a broad variety of marketing research topics. Its application-oriented approach equips students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced in everything from their thorough treatment of qualitative research (a topic often given short shrift) to their knowledgeable coverage of sample size rules-of-thumb background literature reviews and new market research tools and techniques including new coverage of structural modeling and Partial Least Squares Structural Equation Modeling (PLS-SEM). Essentials of Marketing Research gives students a strong command of market research principles while at the same time being concise enough for use alongside cases and other course projects.
Autor: Joe F. Hair, Mary Celsi, Mary Wolfinbarger, Robert P. Bush, David J. Ortinau
Earned a B.A. in Psychology and Economic history from St. Marys University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review.

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Autor: Joe F. Hair
ISBN-13 :: 9780078112119
ISBN: 0078112117
Erscheinungsjahr: 01.11.2016
Verlag: McGraw-Hill Education - Europe
Gewicht: 758g
Seiten: 448
Sprache: Englisch
Auflage 4 ed
Sonstiges: Taschenbuch, 199x257x19 mm
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