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Essentials of marketing research / Joseph Hair, professor of marketing at Kennesaw State University, Mary Wolfinbarger Celsi, BS in English, MBA, MPA, PhD in Marketing from the University of California, Irvine, David J. Ortinau, PhD in marketing from the Louisiana State University, Robert P. Bush, professor of marketing and holds the Alumni and Friends Endowed Chair of Business at Louisiana State University of Alexandria

By: Contributor(s): Publisher: New York, United States : McGraw-Hill Irwin, [2013]Copyright date: copyright 2013Edition: Third edition, McGraw-Hill International editionDescription: xviii, 414 pages ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780071318372
Subject(s): DDC classification:
  • 658.83 .H153
Summary: "Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects."--Publisher's website
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Holdings
Item type Current library Call number Status Date due Barcode
Print Materials Graduate School Library Master in Business Administration 658.86 .H153 2013 c.2 (Browse shelf(Opens below)) In transit from Law School Library to Graduate School Library since 02/10/2017 0115272
Print Materials Main Library General Circulation 658.83 .H153 2013 (Browse shelf(Opens below)) Available 0113454

Includes index

"This international student edition is for use outside the U.S."

"Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects."--Publisher's website

Text in English.

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