Essentials of marketing research / Joseph F. Hair, Jr., David J. Ortinao and Dana E. Harrison
Material type:
TextNew York, NY : McGraw Hill LLC, 2024Edition: Sixth editionDescription: xx, 428 pages : colored illustrations ; 26 cmISBN: - 9781266261503
- HF5412 H15 2024
| Item type | Current library | Collection | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
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Philippine Christian University Manila Reserve | College | Res. HF5412 H15 2024 (Browse shelf(Opens below)) | 1 | Available | 54467 |
Includes glossary, endnotes, name index and subject index.
1. Marketing research for managerial decision making -- 2. The marketing research process and proposals -- 3. Secondary data, literature reviews, and hypotheses -- 4. Exploratory and observational research designs and data collection approaches -- 5. Descriptive, predictive and causal research designs -- 6. Sampling: theory and methods -- 7. Measurement and scaling -- 8. Designing the questionnaire -- 9. Qualitative data analysis -- 10. Preparing data for quantitative analysis -- 11. Basic data analysis for quantitative research -- 12. Examining relationships in quantitative research -- 13. Communicating marketing research findings
Hair, J. F., Ortinau, D. J., Harrison, D. E. (2024). Essentials of marketing research. McGraw Hill LLC.
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