MTU Library Catalogue

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

By: Hair, Joseph F.
Contributor(s): Bush, Robert P | Ortinau, David J.
Material type: materialTypeLabelBookSeries: McGraw-Hill/Irwin series in marketing.Publisher: Boston, Mass. : McGraw-Hill/Irwin, c2006Edition: Rev. international 3rd ed.Description: xxvii, 700 p. : col. ill. ; 26 cm.ISBN: 0077109368; 9780077109363.Subject(s): Marketing researchDDC classification: 658.83
Contents:
Part 1: The role and value of marketing research information -- Marketing research for managerial decision making -- The marketing research process -- Information management for marketing decisions: Secondary data sources -- Part 2: Technology in the research process -- Customer relationship management and the marketing research process -- Marketing decision support systems -- Part 3: Designing the marketing research project -- Exploratory designs: In-depth interviews and focus groups -- Descriptive research designs: Survey methods and errors -- Observation techniques, experiments and test markets -- Part 4: Gathering and collecting accurate data -- Sampling: Theory and design -- Sampling: Methods and planning -- Overview of measurement: Construct development and scale measurement -- Attitude scale measurements used in marketing research -- Questionnaire design and issues -- Part 5: Data preparation, analysis and reporting the results -- Coding, editing and preparing data for analysis -- Data analysis: Testing for significant differences -- Data analysis: Testing for association -- Data analysis: Multivariate techniques for the research process -- Preparing the marketing research report and presentation.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00179250
Total holds: 0

Enhanced descriptions from Syndetics:

Includes a variety of UK and European cases, providing European students with an insight into marketing research in a European environment. This edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities.

Includes bibliographical references (pages 669-677) and indexes.

Part 1: The role and value of marketing research information -- Marketing research for managerial decision making -- The marketing research process -- Information management for marketing decisions: Secondary data sources -- Part 2: Technology in the research process -- Customer relationship management and the marketing research process -- Marketing decision support systems -- Part 3: Designing the marketing research project -- Exploratory designs: In-depth interviews and focus groups -- Descriptive research designs: Survey methods and errors -- Observation techniques, experiments and test markets -- Part 4: Gathering and collecting accurate data -- Sampling: Theory and design -- Sampling: Methods and planning -- Overview of measurement: Construct development and scale measurement -- Attitude scale measurements used in marketing research -- Questionnaire design and issues -- Part 5: Data preparation, analysis and reporting the results -- Coding, editing and preparing data for analysis -- Data analysis: Testing for significant differences -- Data analysis: Testing for association -- Data analysis: Multivariate techniques for the research process -- Preparing the marketing research report and presentation.