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AU - Essentials of Marketing Research by Joseph F. Hair, Jr., Robert P. Bush, Mary Celsi, David J. Ortinau (Paperback, 2017)

About this product

About this product

Product Information

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.

Product Identifiers

Publisher
Mcgraw-Hill Education-Europe
ISBN-13
9781260147612
eBay Product ID (ePID)
3046365306

Product Key Features

Author
Joseph F. Hair, Jr., Robert P. Bush, Mary Celsi, David J. Ortinau
Publication Name
AU-Essentials of Marketing Research
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2017
Type
Textbook
Number of Pages
432 Pages

Additional Product Features

Title_Author
David J. Ortinau, Robert P. Bush, Mary Celsi, Joseph F. Hair, Jr.
Country/Region of Manufacture
United States

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