Essentials of marketing research

dc.contributor.author	Hair, Joseph F.
dc.contributor.author	Celsi, Mary Wolfinbarger
dc.contributor.author	Ortinau, David J.
dc.contributor.author	Bush, Robert P.
dc.date.issued	2013
dc.identifier.isbn	978-0-07-802881-6
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/9929
dc.description.abstract	It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. "Essentials of Marketing Research" gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
dc.format	xviii, 414 p. : ill.
dc.language.iso	en
dc.publisher	McGraw-Hill
dc.subject	Marketing
dc.subject	Marketing research
dc.title	Essentials of marketing research
dc.type	Book
dc.description.version	3rd edition