Hair J. Essentials of Marketing Research 6ed 2024

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Hair J. Essentials of Marketing Research 6ed 2024

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Textbook in PDF format Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. 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, Predictive 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 Analysis Basic Data Analysis for Quantitative Research 12 Examining Relationships in Quantitative Research 13 Communicating Marketing Research Findings Glossary