Authors:  Joseph F. Hair, Celsi Mary, Bush Robert P., Ortinau David J.

Description: Essentials of Marketing Research delivers a concise, up-to-date review of a wide variety of marketing research topics. 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.

Location- Namaka [1 copy]

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