02071cam a22002774a 450000100090000000300040000900500170001300800410003001000170007102000180008802000150010604000180012104200080013905000170014708200160016410000200018024500720020025000120027226000400028430000380032444000420036250000510040450512940045565000240174970000200177312649869OSt20230316094320.0020118s2003    maua          001 0 eng    a  2002018857  a9780078028816  a0078028817  aDLCcDLCdDLC  apcc00aHF5415.2.H2500a658.8/32211 aHair, Joseph F.10aEssentials of marketing research. /cJoseph F. Hair, Jr....[et al.]  a3rd ed.  aBoston :bMcGraw-Hill/Irwin,c2013.  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 aHair, Joseph F.