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Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included.
作者簡介
Joseph F. Hair, Jr.
現職：University of South Alabama
David J. Ortinau
現職：University of South Florida
Dana E. Harrison
現職：East Tennessee State University
PART I: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART II: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews, and Hypotheses
Ch 4 Exploratory and Observational Research Designs and Data Collection Approaches
Ch 5 Descriptive, Predictive and Causal Research Designs
PART III: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART IV: DATA PREPARATION, ANALYSIS, AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
