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Marketing research : within a changing information environment

By: Hair, Joseph FContributor(s): Bush, Robert P | Ortinau, David JMaterial type: Text

TextPublication details: Boston : McGraw-Hill/Irwin, c2003Edition: 2nd Edition, International ed.EditionDescription: xxiii, 720 p. : illustrations ; 1 CD-ROM (4 3/4 in.)ISBN: 0071151192 (international ed.); 0072467576 (alk. paper); 0072467630 (CDROM); 9780072538397; 0072538392Subject(s): Marketing researchDDC classification: 658.83

Contents:

Part 1 - Marketing Research Information and Technology.-- Part 2 - Designing the Marketing Research Project.-- Part 3 - Gathering and Collecting Accurate Data.-- Part 4 - Data Preparation, Analysis and Reporting the Results.--

Summary: Providing students with the tools and skills necessary to solve business problems and exploit business opportunities, this book balances primary and secondary information and the techniques and methods that underpin these two types of data. It also discusses research tools, and the practice of customer-based management.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.83 HAI (Browse shelf(Opens below))	Available		008631

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Previous	658.83 AAK Marketing Research	658.83 BOY Marketing Research: Text and Cases	658.83 ESS The essentials of marketing research	658.83 HAI Marketing research : within a changing information environment	658.83 KIN Marketing research : an applied approach	658.83 KIN Marketing research : an applied approach	658.83 KUM International Marketing Research	Next

CD-ROM has title: SPSS student version 11.0 for Windows.
"ISBN 0-07-246757-6 part of 0-07-253839-2"--Page 4 of cover.

Part 1 - Marketing Research Information and Technology.--
Part 2 - Designing the Marketing Research Project.--
Part 3 - Gathering and Collecting Accurate Data.--
Part 4 - Data Preparation, Analysis and Reporting the Results.--

Providing students with the tools and skills necessary to solve business problems and exploit business opportunities, this book balances primary and secondary information and the techniques and methods that underpin these two types of data. It also discusses research tools, and the practice of customer-based management.

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