Marketing Research Within a Changing Information Environment 2nd Edition by Joseph Hair, Robert Bush, David Ortinau ISBN 0072538392 978-0072538397 by Joseph F. Hair, Robert P Bush, David J Ortinau 0072467576 instant download after payment.

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Product details:

ISBN 10: 0072538392

ISBN 13: 978-0072538397 

Author: Joseph Hair, Robert Bush, David Ortinau 

Table of contents:

Part 1: Marketing Research Information and Technology

1. The Role of Marketing Research in Strategic Planning
2. The Research Process
3. Problem Definition, Research Objectives, and Marketing Research Ethics
4. Strategic Information Management: Secondary Data Sources
5. Customer Relationship Management and the Marketing Research Process

Part 2: Designing the Marketing Research Project
6. Marketing Research and Database Development
7. Marketing Decision Support Systems and Business Intelligence
8. Exploratory Designs: In-Depth Interviews and Focus Groups
9. Descriptive Research Designs: Survey Methods and Errors
10. Observation Techniques, Experiments, and Test Markets

Part 3: Gathering and Collecting Accurate Data
11. Sampling: Theory, Designs, and Issues in Marketing Research
12. Overview of Measurement: Construct Development and Scale Measurement
13. Attitude Scale Measurements Used in Survey Research
14. Questionnaire Design and Issues

Part 4: Data Preparation, Analysis, and Reporting the Results
15. Coding, Editing, and Preparing Data for Analysis
16. Data Analysis: Testing for Significant Differences
17. Data Analysis: Testing for Association
18. Data Analysis: Multivariate Techniques for the Research Process
19. Preparing the Marketing Research Report and Presentation

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Tags: Joseph Hair, Robert Bush, David Ortinau, Marketing, Research, Changing, Information, Environment