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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

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Contents:

Chapter 1: Role of Marketing Research in Strategic Planning
Chapter 2: The Research Process
Chapter 3: Problem Definition, Research Objectives, and Marketing Research Ethics
Chapter 4: Strategic Information Management: Secondary Data Sources
Chapter 5: Customer Relationship Management and the Marketing Research Process
Chapter 6: Marketing Research and Database Development
Chapter 7: Marketing Decision Support Systems and Business Intelligence
Chapter 8: Exploratory Designs: In-Depth Interviews and Focus Groups
Chapter 9: Descriptive Research Designs: Survey Methods and Errors
Chapter 10: Observation Techniques, Experiments, and Test Markets
Chapter 11: Sampling: Theory, Designs, and Issues in Marketing Research
Chapter 12: Overview of Measurement: Construct Development and Scale Measurement
Chapter 13: Attitude Scale Measurements Used in Survey Research
Chapter 14: Questionnaire Design and Issues
Chapter 15: Coding, Editing, and Preparing Data for Analysis
Chapter 16: Data Analysis: Testing for Significant Differences
Chapter 17: Data Analysis: Testing for Association
Chapter 18: Data Analysis: Multivariate Techniques for the Research Process
Chapter 19: Preparing the Research Report and Presentation