Hair / Lukas / Miller | Marketing Research | Buch | 978-0-07-471652-6 | sack.de

Buch, Englisch, Format (B × H): 78 mm x 98 mm, Gewicht: 3 g

Hair / Lukas / Miller

Marketing Research

Buch, Englisch, Format (B × H): 78 mm x 98 mm, Gewicht: 3 g

ISBN: 978-0-07-471652-6
Verlag: McGraw-Hill Education


Hair / Lukas / Miller Marketing Research jetzt bestellen!

Weitere Infos & Material


Marketing Research, 2e Chapter 1: Overview of Marketing Research Appendix: Careers in Marketing Research Determining the Scope for Marketing Research Chapter 2: Decision Problems, Research Questions, Research Objectives and Information Value Chapter 3: Primary Data or Secondary Data Selecting the Research Method Qualitative Methods Chapter 4: Interviews Chapter 5: Focus Groups Chapter 6: Observation Quantitative Methods Chapter 7: Survey Methods and Errors Chapter 8: Experiments and Test Markets Chapter 9: Sampling: Theory, Methods and Issues in Marketing Research Chapter 10: Construct Development and Scale Development Chapter 11: Attitude Measurement in Survey Research Chapter 12: Questionnaires and Supplements Collecting and Preparing the Data Chapter 13: Coding, Editing and Presenting of Data and Preliminary Data Analysis Analysing the Data Chapter 14: Data Analysis: Testing for Difference Chapter 15: Data Analysis: Testing for Association Chapter 16: Data Analysis: Testing for Interdependence Transforming the Analysis Results into Information Chapter 17: Preparing the Market Research Report and Presentation Managing Customer Value with Marketing Research Chapter 18: Customer Relationship Management and Marketing Research Chapter 19: Database Development and Marketing Research Chapter 20: Marketing Decision Support Systems and Marketing Research


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).

Lukas, Bryan
Brian Lukas is a member of the Faculty of Economics and Commerce at the University of Melbourne; he is a Director of the Masters of Applied Commerce Program. Bryan holds several academic awards, including three Best Paper awards from the American Marketing Association and the University of Melbourne's Faculty's Individual Award for Good Teaching. He has published several academic texts and his research had appeared in many journals, including the Journal of Management, Journal of the Academy of Marketing Science and Journal of Business Research. Bryan is a consultant to both public and private institutions.


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