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Marketing research : within a changing information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.

By: Contributor(s): Material type: TextTextPublication details: Boston, [Mass.] ; London : McGraw-Hill/Irwin, c2003.Edition: 2nd edDescription: xxiii, 720 p. : ill. ; 26 cmISBN:
  • 9780071195447 (pbk.) :
  • 9780071151191 (pbk.) :
  • 9780072467611 (CD-ROM) :
  • 9780077109363
Subject(s): DDC classification:
  • 658.83 HAI
LOC classification:
  • HF5415.2 .H258 2003
Contents:
Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation
Summary: This book takes an application-oriented approach and provides a balance between primary and secondary information and the techniques and methods that underpin these two types of data.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 HAI (Browse shelf(Opens below)) 1 Available 204482

Previous ed.: 2000.

CD-ROM as loose insert.

Includes bibliographical references and index.

Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation

This book takes an application-oriented approach and provides a balance between primary and secondary information and the techniques and methods that underpin these two types of data.

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