Marketing research :within a changing information environment. / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau.
Material type: TextSeries: McGraw-Hill/Irwin series in marketingPublisher: Boston : McGraw-Hill/Irwin, c2003Edition: 2nd edDescription: xxiii, 672 p. : ill. ; 27 cm. +ISBN: 0072467576 (alk. paper); 0071151192 (International : alk. paper)Subject(s): Marketing researchDDC classification: 658.8/3 LOC classification: HF5415.2.H258Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.H258 (Browse shelf) | 1 | Available | 2165/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.H2581 (Browse shelf) | 2 | Available | 2166/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.H2582 (Browse shelf) | 3 | Available | 2167/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.H2583 (Browse shelf) | 4 | Available | 2168/12 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY shelves, Shelving location: General Stacks Close shelf browser
HF5415.2 .C497 Basic marketing research. / | HF5415.2.D537 Essentials of marketing research. / | HF5415.2.H258 Marketing research :within a changing information environment. / | HF5415.2.H2581 Marketing research :within a changing information environment. / | HF5415.2.H2582 Marketing research :within a changing information environment. / | HF5415.2.H2583 Marketing research :within a changing information environment. / | HF5415.2.K33 Marketing research : approaches, methods and applications in Europe. / |
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.
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