Joseph F. Hair, Jr.,
Kennesaw State University Mary Wolfinbarger,
California State University - Long Beach David J. Ortinau,
University of South Florida - Tampa Robert P. Bush,
Louisiana State
ISBN: 0073404829 Copyright year: 2010
Table of Contents
Part 1: The Role and Value of Marketing Research Information
Chapter 1—Marketing Research for Managerial Decision Making
Chapter 2—The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3—Secondary Data, Literature Reviews and Hypotheses
Chapter 4—Exploratory Research Designs and Data Collection Approaches
Chapter 5—Descriptive and Causal Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6—Sampling: Theory and Methods
Chapter 7—Measurement and Scaling
Chapter 8—Designing the Questionnaire
Part 4: Data Preparation, Analysis and Reporting the Results
Chapter 9—Qualitative Data Analysis
Chapter 10—Preparing Data for Quantitative Analysis
Chapter 11—Basic Data Analysis for Quantitative Research
Chapter 12—Examining Relationships in Quantitative Research
Chapter 13—Communicating Marketing Research Findings
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2010 McGraw-Hill Higher Education