Test Bank Essentials of Marketing Research 5th Edition by Joseph Hair
$24.99
Test Bank Essentials of Marketing Research 5th Edition by Joseph Hair
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Product Description
Test Bank Essentials of Marketing Research 5th Edition by Joseph Hair
Essentials of Marketing Research provides a comprehensive and application-oriented approach to marketing research. This edition emphasizes the relevance of marketing research in solving business problems and maximizing opportunities. The book covers a wide range of topics including qualitative research, sample size rules, and the use of new market research tools. It is designed to equip students with the skills needed to conduct effective marketing research and apply it in real-world scenarios.
ISBN-10: 1260260461; ISBN-13: 9781260260465; Additional eText ISBN: 9781260511765
Joseph F. Hair, Jr., David Ortinau, Dana E. Harrison
Table of Contents
1. The Role and Value of Marketing Research
2. The Marketing Research Process
3. Research Design and Implementation
4. Qualitative Research Techniques
5. Survey and Observational Research
6. Experiments and Test Markets
7. Measurement and Scaling
8. Questionnaire Design
9. Sampling: Theory and Methods
10. Data Collection
11. Data Preparation
12. Data Analysis: Descriptive Statistics
13. Data Analysis: Hypothesis Testing
14. Data Analysis: Multivariate Analysis
15. Communicating Research Results