02330cam a22003254a 4500 12649869 OSt 20230316094320.0 020118s2003 maua 001 0 eng 2002018857 9780078028816 0078028817 DLC DLC DLC pcc HF5415.2.H25 658.8/3 21 Hair, Joseph F. 987 Essentials of marketing research. / Joseph F. Hair, Jr....[et al.] 3rd ed. Boston : McGraw-Hill/Irwin, 2013. xxiii, 672 p. : ill. ; 27 cm. + McGraw-Hill/Irwin series in marketing 1015 Includes bibliographical references and index. Contents: 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. Marketing research. 992 Hair, Joseph F. 987 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 9426 16926 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-11 0 HF5415.2.H25(3e) K/3002/0100/23 2023-03-14 00:00:00 2023-03-14 BK