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Essentials of Marketing Research(3版)

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  • Essentials of Marketing Research(3版)

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    內容簡介

      Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. 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.

    作者簡介

    Joseph F. Hair 

      現職:Jr.-Kennesaw State University

    Mary Wolfinbarger

      現職:California State University-Long Beach

    Robert P. Bush

      現職:University of Louisiana Lafayette

    David J. Ortinau

      現職:University of South Florida-Tampa


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