Essentials of Marketing Research 3rd Edition Hair Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 0078028817
• ISBN-13 ‏ : ‎ 978-0078028816
• Author: Joseph Hair, Mary Celsi, Robert Bush, David Ortinau

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 students a strong command of market research principles, while being short enough to use alongside cases or projects.

Table of contents:

Part 1: The Role and Value of Marketing Research Information  

Chapter 1: Marketing Research for Managerial Decision Making

Chapter 2: The Marketing Research Process and Proposals

Part 2: Designing the Marketing Research Project  

Chapter 3: Secondary Data, Literature Reviews, and Hypotheses

Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches

Chapter 5: Descriptive, Predictive and Causal Research Designs

Part 3: Gathering and Collecting Accurate Data  

Chapter 6: Sampling: Theory and Methods

Chapter 7: Measurement and Scaling

Chapter 8: Designing the Questionnaire

Part 4: Data Preparation, Analysis, and Reporting the Results  

Chapter 9: Qualitative Data Analysis

Chapter 10: Preparing Data for Quantitative Analysis

Chapter 11: Basic Data Analysis for Quantitative Research

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