000			03002cam a2200337 a 4500
999			_c6842 _d6842
001			15903122
005			20180724120018.0
008			090911s2010 nyua b 001 0 eng
010			_a 2009037488
020			_a9780073404820 (alk. paper)
020			_a0073404829 (alk. paper)
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.2 _b.E894 2010
082	0	0	_a658.83 _222 _bE
245	0	0	_aEssentials of marketing research / _cJoseph F. Hair, Jr. ... [et al.].
250			_a2nd ed.
260			_aNew York, NY : _bMcGraw-Hill Irwin, _cc2010.
264			_aNew York, NY : _bMcGraw-Hill Irwin, _cc2010.
300			_axvii, 398 p. : _bill. ; _c26 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and index.
505		8	_aPart 1: The Role and Value of Marketing Research Information Chapter 1-Marketing Research for Managerial Decision Making Chapter 2-The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3-Secondary Data, Literature Reviews and Hypotheses Chapter 4-Exploratory Research Designs and Data Collection Approaches Chapter 5-Descriptive and Causal Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6-Sampling: Theory and Methods Chapter 7-Measurement and Scaling Chapter 8-Designing the Questionnaire Part 4: Data Preparation, Analysis and Reporting the Results Chapter 9-Qualitative Data Analysis Chapter 10-Preparing Data for Quantitative Analysis Chapter 11-Basic Data Analysis for Quantitative Research Chapter 12-Examining Relationships in Quantitative Research Chapter 13-Reporting and Presenting Results
520			_aEssentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
520			_aOffering a review of a variety of marketing research topics, this book takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. It includes coverage of sample size rules-of-thumb, and explains the importance of market research tools and techniques.
650		0	_aMarketing research.
700	1		_aHair, Joseph F.
942			_cBK _2ddc