tailieunhanh - Ebook Essentials of marketing research (4th edition): Part 1

(BQ) Part 1 book "Essentials of marketing research" has contents: Marketing research for managerial decision making, the marketing research process and proposals, exploratory and observational research designs and data collection approaches, descriptive and causal research designs,.and other contents. | Essentials of Marketing Research Fourth Edition Joseph F. Hair, Jr. University of South Alabama Mary Celsi California State University–Long Beach David J. Ortinau University of South Florida Robert P. Bush Houston Baptist University ESSENTIALS OF MARKETING, FOURTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2017 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions © 2013, 2010, and 2008. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 QVS 21 20 19 18 17 16 ISBN 978-0-07-811211-9 MHID 0-07-811211-7 Chief Product Officer, SVP Products & Markets: G. Scott Virkler Vice President, General Manager, Products & Markets: Michael Ryan Managing Director: Susan Gouijnstook Executive Brand Manager: Meredith Fossel Brand Manager: Laura Hurst Spell Director, Product Development: Meghan Campbell Marketing Manager: Elizabeth Schonagen Digital Product Analyst: Kerry Shanahan Director, Content Design & Delivery: Terri Schiesl Program Manager: Mary Conzachi Content Project Manager: Jeni McAtee Buyer: Sandy Ludovissy Cover image: Mutlu Kurtbas/Getty Images Content Licensing Specialist: Shannon Manderscheid, text Cover Image: Mutlu Kurtbas/Getty Images Compositor: MPS Limited Printer: Quad/Graphics All credits appearing on page or at the end of the book are considered to be an extension of the copyright page. Library of Congress Cataloging-in-Publication Data Hair, Joseph F., author.   Essentials of marketing .

• Marketing - Bán hàng
• Marketing research
• Marketing research
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures