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Marketing research : in a digital information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.

By: Contributor(s): Material type: TextPublication details: Boston : McGraw-Hill Irwin, c2009.Edition: 4th edDescription: xxiv, 690 p. : col. ill. ; 27 cmISBN:
  • 9780073404707 (alk. paper)
  • 0073404705 (alk. paper)
  • 9780071101073 (pbk.)
  • 0071101071 (pbk.)
Subject(s): LOC classification:
  • HF5415.2 .H12
Contents:
Part 1: The Role and Value of Marketing Research Chapter 1: Marketing Research and Managerial Decision Making Chapter 2: Overview of the Research Process and Research Proposals Chapter 3: Information Driven Technology and the Research Process Chapter 4: Market Intelligence and Database Research Part 2: Designing Marketing Research Projects Chapter 5: Secondary Research: Designs, Searches and Sources Chapter 6: Exploratory Research using Qualitative and Observation Methods Chapter 7: Analyzing and Reporting Qualitative Research Chapter 8: Descriptive Research Designs Using Surveys Chapter 9: Causal Research Designs and Test Markets Part 3: Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans Chapter 11: Overview Measurement: Construct Development and Scaling Chapter 12: Advanced Measurement Designs for Survey Research Chapter 13: Questionnaire Designs: Concepts and Issues Part 4: Data Preparation, Analysis, and Reporting Results Chapter 14: Preparing Survey Data for Analysis Chapter 15: Data Analysis: Testing for Significant Differences Chapter 16: Data Analysis: Testing for Associations Chapter 17: Overview of Multivariate Analysis Methods Chapter 18: Preparing and Presenting Marketing Research Reports
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Books Methodist University Library Main General Stacks Reference HF5415.2 .H258 (Browse shelf(Opens below)) Available 38860

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Subtitle on 3rd ed., 2006 varies.

Part 1: The Role and Value of Marketing Research Chapter 1: Marketing Research and Managerial Decision Making Chapter 2: Overview of the Research Process and Research Proposals Chapter 3: Information Driven Technology and the Research Process Chapter 4: Market Intelligence and Database Research Part 2: Designing Marketing Research Projects Chapter 5: Secondary Research: Designs, Searches and Sources Chapter 6: Exploratory Research using Qualitative and Observation Methods Chapter 7: Analyzing and Reporting Qualitative Research Chapter 8: Descriptive Research Designs Using Surveys Chapter 9: Causal Research Designs and Test Markets Part 3: Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans Chapter 11: Overview Measurement: Construct Development and Scaling Chapter 12: Advanced Measurement Designs for Survey Research Chapter 13: Questionnaire Designs: Concepts and Issues Part 4: Data Preparation, Analysis, and Reporting Results Chapter 14: Preparing Survey Data for Analysis Chapter 15: Data Analysis: Testing for Significant Differences Chapter 16: Data Analysis: Testing for Associations Chapter 17: Overview of Multivariate Analysis Methods Chapter 18: Preparing and Presenting Marketing Research Reports

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