Essentials of marketing research /
Joseph F. Hair, Jr. [and three others].
- Third edition. International edition 2014. McGraw-Hill International edition.
- New York, NY : McGraw-Hill Education/Irwin, 2014.
- xviii, 414 pages : illustrations ; 25 cm
"Printed in the Philippines."--Copyright page. Includes glossary and index.
Part 1 The Role and Value of Marketing Research Information -- Marketing research for managerial decision making -- The Marketing research process and proposals -- Part 2 Designing the Marketing Research Project -- Secondary data, literature reviews, and hypotheses -- Exploratory and observational research designs and data collection approaches -- Descriptive and causal research designs -- Part 3 Gathering and Collecting Accurate Data -- Sampling: theory and methods -- Measurement and scaling -- Designing the questionnaire -- Part 4 Data Preparation, Analysis, and Reporting the Results -- Qualitative data analysis -- Preparing data for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings.