000			02330cam a22003254a 4500
001			12649869
003			OSt
005			20230316094320.0
008			020118s2003 maua 001 0 eng
010			_a 2002018857
020			_a9780078028816
020			_a0078028817
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415.2.H25
082	0	0	_a658.8/3 _221
100	1		_aHair, Joseph F. _9987
245	1	0	_aEssentials of marketing research. / _cJoseph F. Hair, Jr....[et al.]
250			_a3rd ed.
260			_aBoston : _bMcGraw-Hill/Irwin, _c2013.
300			_axxiii, 672 p. : _bill. ; _c27 cm. +
440		0	_aMcGraw-Hill/Irwin series in marketing _91015
500			_aIncludes bibliographical references and index.
505			_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.
650		0	_aMarketing research. _9992
700	1		_aHair, Joseph F. _9987
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c9426 _d16926