Essentials of Marketing Research

Publication Year:
2013
Usage 647
Abstract Views 647
Repository URL:
https://digitalcommons.kennesaw.edu/facpubs/2719
Author(s):
Hair, Joseph F.
Tags:
Market research; Qualitative research; Market research tools and techniques; Sample size rules-of-thumb; Business Administration, Management, and Operations; Management Sciences and Quantitative Methods; Marketing
book description
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.