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Essentials of Marketing Research

Essentials of Marketing Research
Author: Jr., Joseph Hair - Mary Wolfinbarger - Robert Bush
ISBN 13: 9780073404820
ISBN 10: 73404829
Edition: 2
Publisher: McGraw-Hill Education
Publication Date: 2009-11-25
Format: Paperback
Pages: 416
List Price: N/A

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.