Marketing Research (Int'l Ed)

4. Auflage 2008
ISBN: 978-0-07-127010-6
Verlag: McGraw-Hill Education

Buch, Englisch, 0 Seiten, Format (B × H): 203 mm x 255 mm

Marketing Research, 4/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters. The text is concise, highly readable and value-priced, yet it delivers the basic knowledge needed for an introductory text. The authors provide the student with an exciting, up-to-date text and an extensive supplement package.

Autoren/Hrsg.

Hair, Jr., Joseph

Bush, Robert

Ortinau, David

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: The Role and Value of Marketing Research Chapter 1: Marketing Research and Managerial Decision Making Chapter 2: Overview of the Research Process and Research Proposals Chapter 3: Information Driven Technology and the Research Process Chapter 4: Market Intelligence and Database Research Part 2: Designing Marketing Research Projects Chapter 5: Secondary Research: Designs, Searches and Sources Chapter 6: Exploratory Research using Qualitative and Observation Methods Chapter 7: Analyzing and Reporting Qualitative Research Chapter 8: Descriptive Research Designs Using Surveys Chapter 9: Causal Research Designs and Test Markets Part 3: Designing and Conducting Surveys Chapter 10Sampling: Theories, Designs, and Plans Chapter 11: Overview Measurement: Construct Development and Scaling Chapter 12: Advanced Measurement Designs for Survey Research Chapter 13: Questionnaire Designs: Concepts and Issues Part 4: Data Preparation, Analysis, and Reporting Results Chapter 14: Preparing Survey Data for Analysis Chapter 15: Data Analysis: Testing for Significant Differences Chapter 16: Data Analysis: Testing for Associations Chapter 17: Overview of Multivariate Analysis Methods Chapter 18: Preparing and Presenting Marketing Research Reports

Über Autor(innen)

Bush, Robert
Earned a B.A. in Psychology and Economic history from St. Marys University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review.

Hair, Jr., Joseph
Earned a B.A. in Economics and an M.A. and Ph.D. in Marketing at the University of Florida. He began his teaching career at the University of Mississippi and then moved to Louisiana State University in 1977. He continues to teach at LSU, where he is the Director of the Institute for Entrepreneurial Education and Family Business Studies, and where he holds the Alvin C. Copeland Endowed Chair of Franchising. He has acted as a management consultant and/or expert witness for a variety of industries and has served on the board of directors of numerous organizations. He has been an officer of for a long list of academic organizations and he is a Past President and Chairman of the Board of Governors of the Academy of Marketing Science. He has been a regular contributor and reviewer, and occasionally a member of the editorial board, for such publications as The Journal of Marketing Research, The Journal of Business Research, and Marketing Education Review. The list of this scholarly publications runs to a dozen pages.

Ortinau, David
Earned a B.S. in Management from Southern Illinois UniversityCarbondale, an M.A. in Business Administration from Illinois State University, and a Ph.D. in Marketing from Louisiana State University. He began his teaching career at the University of South Florida, where he continues to win awards both for outstanding research and for outstanding teaching. He has a wide range of research interestsfrom attitude formation and perceptual differences in services marketing to interactive electronic marketing technologies and their impact on information research problems. He consults for a variety of corporations and small businesses, with specialties in customer satisfaction, customer service quality, customer service value, retail loyalty, and image. He continues to serve as a member of the editorial review board for Journal of Academy of Marketing Science and was coeditor of Marketing: Moving Toward the 21st Century (SMA Press, 1996).