AuthorHair, Joseph F
TitleMarketing research : within a changing information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau
Imprint Boston : McGraw-Hill, c2006
Edition 3rd ed
Descript xxvii, 700 p. : ill. ; 26 cm


Marketing research for managerial decision making -- Information management for marketing decisions: secondary data sources -- Customer relationship management and the marketing research process -- Exploratory designs: in-depth interviews and focus groups Descriptive research designs: survey methods and errors -- Attitude scale measurements used in marketing research -- Data analysis: multivariate techniques for the research process -- Preparing the marketing research report and presentation

Marketing research

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