"First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than 60 percent of all data collection methods. The movement to online methods of data collection has necessitated the addition of considerable new material on this topic. The chapters on sampling, measurement and scaling, questionnaire design, and preparation for data analysis all required new guidelines on how to deal with online related issues. Social media monitoring and marketing research online communities are expanding research methods and are addressed in our chapter on qualitative and observational research. Second, to enhance student analytical skills we added additional variables on social media activities to the continuing case on the Santa Fe Grill and Jose's Southwestern Café. Also, there is now a separate data set based on a survey of the employees of the Santa Fe Grill. Findings of the Santa Fe Grill customer and employee data sets are related and can be compared qualitatively to obtain additional insights. The competitor data for the continuing case enables students to make comparisons of customer experiences in each of the two restaurants and to apply their research findings in devising the most effective marketing strategies for the Santa Fe Grill. We also added a new data set in Chapter 13 on communicating marketing research findings. The data set reflects the attitudes and opinions of students in our classes about advertising and types of media"--

Essentials of Marketing Research

Business & Money

Ortinau, David J.

Harrison, Dana E.

HAIR, JOSEPH F.

Marketing & Sales

McGraw=Hill

Essentials of Marketing Research&nbsp;uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. &nbsp;The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5th edition&nbsp;gives students a strong command of market research principles, while being concise enough for with cases & other course projects.&nbsp; A continuing case and corresponding data sets included.&nbsp; &nbsp;&nbsp; Available with McGraw-Hill Connect® and SmartBook 2.0.&nbsp;

Loose Leaf for Essentials of Marketing Research

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5th edition gives students a strong command of market research principles, while being concise enough for with cases & other course projects. A continuing case and corresponding data sets included.\nAvailable with McGraw-Hill Connect® and SmartBook 2.0.

ISE Essentials of Marketing Research (ISE HED IRWIN MARKETING)

Hair, Jr., Joseph F.

McGraw–Hill Education

"We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the master's level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to marketing decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations"--

ISE Essentials of Marketing Analytics (ISE HED IRWIN MARKETING)

Ajjan, Haya

The starting point in learning marketing analytics is to understand the marketing problem.&nbsp; The second is asking the right business question.&nbsp; The data will help you tell the story.&nbsp;&nbsp; We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more.&nbsp; The era of Big Data has literally brought about huge amounts of data to review, analyze and solve.&nbsp; Today's undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them.&nbsp; Essentials of Marketing Analytics covers both, in a comprehensive, readable and flexible manner.&nbsp; Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more.&nbsp; Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics 1e is the most comprehensive, current, adaptable product on the market!

Essentials of Marketing Analytics

Loose Leaf for Essentials of Marketing Analytics

Essentials Of Marketing Analytics

New York, NY : McGraw Hill LLC

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included.\nAvailable with McGraw-Hill Connect® and SmartBook 2.0.

Loose Leaf for Essentials of Marketing Anaytics: 2024 Release

See the best price to sell, buy, or rent books by Harrison, Dana E.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Harrison, Dana E.

See the best price to sell, buy, or rent books by Harrison, Dana E.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Essentials of Marketing Research

Loose Leaf for Essentials of Marketing Research

ISE Essentials of Marketing Research (ISE HED IRWIN MARKETING)

ISE Essentials of Marketing Analytics (ISE HED IRWIN MARKETING)

Essentials of Marketing Analytics

Loose Leaf for Essentials of Marketing Analytics

Essentials Of Marketing Analytics

Essentials of Marketing Research

Loose Leaf for Essentials of Marketing Research

Loose Leaf for Essentials of Marketing Anaytics: 2024 Release