Essentials of Marketing Research 1st edition by Harrison,Hair Joseph,Ortinau David,Harrison Dana 1260260461 9781260260465

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ISBN 10: 1260260461

ISBN 13: 9781260260465

Author:Harrison,Hair Joseph,Ortinau David,Harrison Dana 

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 5^th 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.

Essentials of Marketing Research 1st Table of 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

5Descriptive and Causal Research Designs 

Part 3 Gathering and Collecting  Accurate Data 

 6Sampling: 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                                                                330

13Communicating Marketing Research Findings 

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