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Essentials of Marketing Research

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Essentials of Marketing Research by Hair, Jr., Joseph; Wolfinbarger, Mary; Bush, Robert; Ortinau, David, 9780078028816
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  • ISBN: 9780078028816 | 0078028817
  • Cover: Paperback
  • Copyright: 9/4/2012
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Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

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