Marketing research : in a digital information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.
Material type:
TextPublisher: New York : McGraw-Hill Higher Education, 2008Distributor: London : McGraw-Hill Edition: Fourth editionDescription: xxiv, 690 pages : illustrations (some colour) ; 26 cmContent type: - text
- unmediated
- volume
- 0073404705
- 9780073404707
- 0071101071
- 9780071101073
- 658.83 22
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A470168B | ||
| Book | City Campus City Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A360713B | ||
| Book | City Campus City Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A491044B | ||
| Book | South Campus South Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A474007B | ||
| Book | South Campus South Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A492216B | ||
| Book | South Campus South Campus Main Collection | 658.83 HAI (Browse shelf(Opens below)) | 1 | Available | A491034B |
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Previous ed.: Boston, Mass.: McGraw-Hill/Irwin, 2006.
Includes bibliographical references and index.
Part 1. The Role and Value of Marketing Research -- 1. Marketing Research and Managerial Decision Making -- 2. Overview of the Research Process and Research Proposals -- 3. Information-Driven Technology and the Research Process -- 4. Market Intelligence and Database Research -- Part 2. Designing Marketing Research Projects -- 5. Secondary Research: Designs, Searches, and Sources -- 6. Exploratory Research Using Qualitative and Observation Methods -- 7. Analyzing and Reporting Qualitative Research -- 8. Descriptive Research Designs Using Surveys -- 9. Causal Research Designs and Test Markets -- Part 3. Designing and Conducting Surveys -- 10. Sampling: Theories, Designs, and Plans -- 11. Overview of Measurement: Construct Development and Scaling -- 12. Advanced Measurement Designs for Survey Research -- 13. Questionnaire Design: Concepts and Issues -- Part 4. Data Preparation, Analysis, and Reporting Results -- 14. Preparing Survey Data for Analysis -- 15. Data Analysis: Testing for Significant Differences -- 16. Data Analysis: Testing for Associations -- 17. Overview of Multivariate Analysis Methods -- 18. Preparing and Presenting Marketing Research Reports.
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