Essentials of Marketing Research
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ISBN-13:
9780078112119
Veröffentl:
2016
Erscheinungsdatum:
01.10.2016
Seiten:
0
Autor:
Joseph F. Hair
Gewicht:
703 g
Format:
254x193x15 mm
Sprache:
Englisch
Beschreibung:
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.
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.
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
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