| Marketing Research: Within a Changing Information Environment, 2/e Joseph Hair,
Louisiana State University Robert Bush,
University of Memphis David Ortinau,
University of South Florida
The direction of Marketing Research, 2e heads towards a more application-oriented
approach, wonderfully enhanced by the creation of a custom website that will
enable students to complete their marketing research project with our online
support. In addition to this distinction, the focus of the new edition takes
an application-oriented approach, providing students with the tools and skills
necessary to solve business problems and exploit business opportunities. This
book is also unique from any other in the market in three significant ways.
First, it provides a greater balance between primary and secondary information
and the techniques and methods that underpin these two important types of data.
Second, it offers in-depth coverage of the critical research tools and skills
that will be required of today and tomorrow's marketing researchers and
business decision-makers. Third, it is so replete with real world material that
it allows students to see the immediate value of marketing research.
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