Essentials of Marketing Research delivers a concise, up-to-date review of a broad variety of marketing research topics. Its application-oriented approach equips students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced in everything from their thorough treatment of qualitative research (a topic often given short shrift) to their knowledgeable coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques including new coverage of structural modeling and Partial Least Squares Structural Equation Modeling (PLS-SEM). Essentials of Marketing Research gives students a strong command of market research principles, while at the same time being concise enough for use alongside cases and other course projects. Essentials of Marketing Research is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following: • SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content. • Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. • Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement. • The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.
Complete system requirements to use Connect can be found here: http://www.mheducation.com/highered/platforms/connect/training-support-students.html.

LooseLeaf for Essentials of Marketing Research

Business & Money

Hair, Joseph

Ortinau, David

Celsi, Mary

Bush, Robert

Marketing & Sales

McGraw-Hill.

"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.

The starting point in learning marketing analytics is to understand the marketing problem.&nbsp; The second is asking the right business question.&nbsp; The data will help you tell the story.&nbsp;&nbsp; We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more.&nbsp; The era of Big Data has literally brought about huge amounts of data to review, analyze and solve.&nbsp; Today's undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them.&nbsp; Essentials of Marketing Analytics covers both, in a comprehensive, readable and flexible manner.&nbsp; Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more.&nbsp; Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics 1e is the most comprehensive, current, adaptable product on the market!

Essentials of Marketing Analytics

Ajjan, Haya

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 Hair, Joseph. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Hair, Joseph

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

LooseLeaf for Essentials of Marketing Research

Essentials of Marketing Research

Essentials of Marketing Analytics

Essentials of Marketing Research