Essentials of Marketing Research uses an application-oriented approach to equip students with 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, coverage of sample size rules-of-thumb, background literature reviews, and new market research tools/techniques. -Concise- Continuing case and data sets included. -Connect and SmartBook 2.0
PART I: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory and Observational Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs
PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
作者：Joseph F. Hair, Jr.
現職：University of South Alabama
作者：David J. Ortinau
現職：University of South Florida
作者：Dana E. Harrison
現職：East Tennessee State University