Essentials of marketing research / Joseph F. Hair, Jr, Mary Wolfinbarger Celsi, David J. Oritinau and Robert P. Bush.

By:

Hair, Joseph F

Contributor(s):

Material type: Text

TextPublication details: New York, NY : McGraw-Hill/Irwin, c2013.Edition: 3rd edDescription: xviii, 414 p. : ill. ; 26 cmISBN:

9780078028816 (pbk. : alk paper)
0078028817 (pbk. : alk paper)

Subject(s):

Marketing research

DDC classification:

658.83

Online resources:

Summary: "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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Book	DSSC LEARNING RESOURCE CENTER Processing Center	Cir./658.83/H127/2013 (Browse shelf(Opens below))	Available		010258

Total holds: 0

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Previous	Cir./658.8/K848/2012 Marketing management /	Cir. / 658.8 / M792 / 2018 Global marketing management /	Cir./658.83/H127 Essentials of marketing analytics /	Cir./658.83/H127/2013 Essentials of marketing research /	Cir. 659.1 B410 Advertising and promotion : an integrated marketing communications perspective /	Cir./659.132/D820/2011 Creative strategy in advertising.	Cir. / 660.6 / An48 / 2019 Principles of plant biotechnology /	Next

Includes bibliographical references and indexes.

"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.

The online book link

https://www.amazon.com/Essentials-Marketing-Research-Wolfinbarger-Ortinau/dp/0071318372/ref=sr_1_1?dchild=1&keywords=9780071318372&qid=1628763115&s=books&sr=1-1

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