Marketing Research Within a Changing Information Environment McGraw Hill Irwin Series in Marketing 2nd Edition by Joseph Hair, Robert P Bush, David J Ortinau ISBN 978-0072467574 0072467576

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Product details: 

ISBN 10: 0072467576

ISBN 13: 978-0072467574

Author: Joseph F. Hair, Robert P Bush, David J Ortinau 
The document is about the second edition of ‘Marketing Research Within a Changing Information Environment’ by Joseph F. Hair and others, published by McGraw-Hill. It emphasizes the importance of applying marketing research tools and skills in a rapidly evolving information landscape. The book aims to address critical learning needs in marketing research that are not adequately covered by other textbooks.
Description originale
Educational material: Marketing Research Within a Changing Information Environment McGraw Hill Irwin Series in Marketing 2nd Ed Edition Joseph F. Hair Available Instantly. Comprehensive study guide with detailed analysis, academic insights, and professional content for educational purposes.

Table of contents: 

PART 1 — Marketing Research Information and Technology

The Role of Marketing Research in Strategic Planning

The Research Process

Problem Definition, Research Objectives, and Marketing Research Ethics

Strategic Information Management: Secondary Data Sources

Customer Relationship Management and the Marketing Research Process

PART 2 — Designing the Marketing Research Project

Marketing Research and Database Development

Marketing Decision Support Systems and Business Intelligence

Exploratory Designs: In-Depth Interviews and Focus Groups

Descriptive Research Designs: Survey Methods and Errors

Observation Techniques, Experiments, and Test Markets

PART 3 — Gathering and Collecting Accurate Data

Sampling: Theory, Designs, and Issues in Marketing Research

Overview of Measurement: Construct Development and Scale Measurement

Attitude Scale Measurements Used in Survey Research

Questionnaire Design and Issues

PART 4 — Data Preparation, Analysis, and Reporting the Results

Coding, Editing, and Preparing Data for Analysis

Data Analysis: Testing for Significant Differences

Data Analysis: Testing for Association

Data Analysis: Multivariate Techniques for the Research Process

Preparing the Marketing Research Report and Presentation

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