02183cam a22002774a 45000010009000000050017000090080041000260100017000670200028000840200044001120400018001560420008001740500018001820820016002001000020002162450125002362500012003612600041003733000038004144400042004525000051004945051294005456500024018397000020018637000022018831264986920210414113940.0020118s2003    maua          001 0 eng    a  2002018857  a0072467576 (alk. paper)  a0071151192 (International : alk. paper)  aDLCcDLCdDLC  apcc00aHF5415.2.H25800a658.8/32211 aHair, Joseph F.10aMarketing research :within a changing information environment. /cJoseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.  a2nd ed.  aBoston :bMcGraw-Hill/Irwin,cc2003.  axxiii, 672 p. :bill. ;c27 cm. + 0aMcGraw-Hill/Irwin series in marketing  aIncludes bibliographical references and index.  aContents: Marketing research information and technology: The Role of marketing research in strategic planning -- The Research process -- Problem definition, research objectives, and marketing research ethics -- Strategic information management: secondary data sources -- Customer relationship management and the marketing research process -- Designing the marketing research project: Marketing and dtabase development -- Marketing decision support systems and business intelligence -- Exploratory designs: in-depth interviews and focus groups -- Descriptive research designs: survey methods and errors -- Observation techniques, experiments and test markets -- Gathering and collecting accurate data: Sampling: theory, designs, and issues in marketing research -- Overview of measurement: construct development and scale measurement -- Attitude scale measurement used in scale survey research -- Questionnaire designs and issues -- 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: multiariate techniques for the research process -- Preparing the marketing research report and presentation -- Appendix of statistical tables. 0aMarketing research.1 aBush, Robert P.1 aOrtinau, David J.