TY  - BOOK
AU  - Hair,Joseph F.
AU  - Bush,Robert P.
AU  - Ortinau,David J.
TI  - Marketing research: in a digital information environment 
SN  - 0073404705
U1  - 658.83 22
PY  - 2008///
CY  - New York
PB  - McGraw-Hill Higher Education
KW  - Marketing research
N1  - 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
ER  -