Essentials of Marketing Research ISE / Joseph Hair, David Ortinau, Dana E. Harrison
Material type:
TextPublication details: New York, NY : McGraw Hill, 2024. Edition: 6th editionISBN: 9781266261503; 9781266389108Subject(s): Marketing researchOnline resources: Click here to access online Summary: 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. Available with McGraw-Hill Connect® and SmartBook 2.0.
| Item type | Current library | Call number | URL | Status | Notes | Date due | Barcode |
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Universiti Teknologi Brunei Library | Link to resource | Available | This book is automatically accessible within the University internet network. To learn how to access it outside the campus, visit: https://www.utb.edu.bn/media/cv5fcgwb/remote-access-for-ebscohost.pdf |
Included glossary (page 405-413), endnotes (page 414-419) and index (page 420-428).
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. Available with McGraw-Hill Connect® and SmartBook 2.0.
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