Marketing Research: Within a Changing Information Environment (McGraw-Hill/Irwin Series in Marketing)

Business & Money

Ortinau, David J.

HAIR, JOSEPH F.

Bush, Robert P.

Marketing & Sales

Richard D.Irwin

This book takes an application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. Students are given the tools and skills necessary to solve business problems and exploit business opportunities. There are three significant ways in which this book differs from any other in the market: First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it deals thoroughly with the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research.

Marketing Research with SPSS Package

Hair, Jr., Joseph F.

Management & Leadership

McGraw/Hill/Irwin

"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

Harrison, Dana E.

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)

McGraw–Hill Education

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.

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

Books by Ortinau, David J.

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

Marketing Research: Within a Changing Information Environment (McGraw-Hill/Irwin Series in Marketing)

Marketing Research with SPSS Package

Essentials of Marketing Research

Loose Leaf for Essentials of Marketing Research

ISE Essentials of Marketing Research (ISE HED IRWIN MARKETING)

Essentials of Marketing Research

Loose Leaf for Essentials of Marketing Research