Marketing research : in a digital information environment /
Hair, Joseph F., Jr., 1944-
Marketing research : in a digital information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau. - Fourth edition. - xxiv, 690 pages : illustrations (some colour) ; 26 cm
Previous ed.: Boston, Mass.: McGraw-Hill/Irwin, 2006.
Includes bibliographical references and index.
The Role and Value of Marketing Research -- Marketing Research and Managerial Decision Making -- Overview of the Research Process and Research Proposals -- Information-Driven Technology and the Research Process -- Market Intelligence and Database Research -- Designing Marketing Research Projects -- Secondary Research: Designs, Searches, and Sources -- Exploratory Research Using Qualitative and Observation Methods -- Analyzing and Reporting Qualitative Research -- Descriptive Research Designs Using Surveys -- Causal Research Designs and Test Markets -- Designing and Conducting Surveys -- Sampling: Theories, Designs, and Plans -- Overview of Measurement: Construct Development and Scaling -- Advanced Measurement Designs for Survey Research -- Questionnaire Design: Concepts and Issues -- Data Preparation, Analysis, and Reporting Results -- Preparing Survey Data for Analysis -- Data Analysis: Testing for Significant Differences -- Data Analysis: Testing for Associations -- Overview of Multivariate Analysis Methods -- Preparing and Presenting Marketing Research Reports. Part 1. 1. 2. 3. 4. Part 2. 5. 6. 7. 8. 9. Part 3. 10. 11. 12. 13. Part 4. 14. 15. 16. 17. 18.
0073404705 9780073404707 0071101071 9780071101073
Marketing research
658.83
Marketing research : in a digital information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau. - Fourth edition. - xxiv, 690 pages : illustrations (some colour) ; 26 cm
Previous ed.: Boston, Mass.: McGraw-Hill/Irwin, 2006.
Includes bibliographical references and index.
The Role and Value of Marketing Research -- Marketing Research and Managerial Decision Making -- Overview of the Research Process and Research Proposals -- Information-Driven Technology and the Research Process -- Market Intelligence and Database Research -- Designing Marketing Research Projects -- Secondary Research: Designs, Searches, and Sources -- Exploratory Research Using Qualitative and Observation Methods -- Analyzing and Reporting Qualitative Research -- Descriptive Research Designs Using Surveys -- Causal Research Designs and Test Markets -- Designing and Conducting Surveys -- Sampling: Theories, Designs, and Plans -- Overview of Measurement: Construct Development and Scaling -- Advanced Measurement Designs for Survey Research -- Questionnaire Design: Concepts and Issues -- Data Preparation, Analysis, and Reporting Results -- Preparing Survey Data for Analysis -- Data Analysis: Testing for Significant Differences -- Data Analysis: Testing for Associations -- Overview of Multivariate Analysis Methods -- Preparing and Presenting Marketing Research Reports. Part 1. 1. 2. 3. 4. Part 2. 5. 6. 7. 8. 9. Part 3. 10. 11. 12. 13. Part 4. 14. 15. 16. 17. 18.
0073404705 9780073404707 0071101071 9780071101073
Marketing research
658.83