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Essentials of Marketing Research
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Essentials of Marketing Research Paperback - 2012

by Hair, Jr., Joseph; Wolfinbarger, Mary; Bush, Robert; Ortinau, David


From the publisher

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

Details

  • Title Essentials of Marketing Research
  • Author Hair, Jr., Joseph; Wolfinbarger, Mary; Bush, Robert; Ortinau, David
  • Binding Paperback
  • Edition [ Edition: Third
  • Pages 432
  • Language ENG
  • Publisher McGraw-Hill Education
  • Date 2012-09
  • ISBN 9780078028816
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