Hair, Joseph F. creator Hair, Joseph F. text mau Boston McGraw-Hill/Irwin 2013 2003 3rd ed. monographic eng

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xxiii, 672 p. : ill. ; 27 cm. + 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. Joseph F. Hair, Jr....[et al.] Includes bibliographical references and index. Marketing research HF5415.2.H25 658.8/3 9780078028816 0078028817 2002018857 DLC 020118 20230316094320.0 12649869