Ise Essentials of Marketing Research -- Paperback / softback （5 ed）

Hair, Joseph/ Ortinau, David/ Harrison, Dana E.

Mcgraw-hill Education（2020/03発売）

• 製本 Paperback:紙装版/ペーパーバック版
• 商品コード 9781260575781
• DDC分類 658.83

Full Description

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 5th edition gives students a strong command of market research principles, while being concise enough for with cases & other course projects.  A continuing case and corresponding data sets included.    

Available with McGraw-Hill Connect® and SmartBook 2.0. 

Contents

Part 1 The Role and Value of Marketing Research Information 
1 Marketing Research for Managerial Decision Making 
2 The Marketing Research Process and Proposals 

Part 2 Designing the Marketing Research Project 
3 Secondary Data, Literature Reviews, and Hypotheses 
4 Exploratory and Observational Research Designs and Data Collection Approaches 
5 Descriptive and Causal Research Designs 

Part 3 Gathering and Collecting Accurate Data 
6 Sampling: Theory and Methods 
7 Measurement and Scaling 
8 Designing the Questionnaire 

Part 4 Data Preparation, Analysis, and Reporting the Results 
9 Qualitative Data Analysis 
10 Preparing Data for Quantitative Analysis 
11 Basic Data Analysis for Quantitative Research 
12 Examining Relationships in Quantitative Research 
13 Communicating Marketing Research Findings