Marketing research : within a changing information environment /
Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.
- 2nd ed.
- Boston, [Mass.] ; London : McGraw-Hill/Irwin, c2003.
- xxiii, 720 p. : ill. ; 26 cm.
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.
9780071195447 (pbk.) : £33.99 9780071151191 (pbk.) : No price 9780072467611 (CD-ROM) : No price 9780077109363
Marketing research. Business and Management. Market research