Essentials of Marketing Research [Paperback]

Jr., Joseph Hair (Author), Mary Wolfinbarger (Author), Robert Bush (Author), David Ortinau (Author)

Book Description

ISBN-10: 0073381020 | ISBN-13: 978-0073381022 | Publication Date: July 2, 2007 | Edition: 1

Essentials of Marketing Research concisely 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 Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

Product Details

• Paperback: 400 pages
• Publisher: McGraw-Hill/Irwin; 1 edition (July 2, 2007)
• Language: English
• ISBN-10: 0073381020
• ISBN-13: 978-0073381022
• Product Dimensions: 9.8 x 7.9 x 0.7 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 3.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #468,619 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

2.0 out of 5 stars For school only, July 5, 2009

By 

K. Ferriman (Ohio USA) - See all my reviews
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This review is from: Essentials of Marketing Research (Paperback)

This book starts off good, then gets tech heavy and pointless. I got it for school and still couldn't finish it. The last chapter is the best, and maybe the only one worth reading.

5.0 out of 5 stars Essentials of Marketing Research, January 17, 2012

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cbj - See all my reviews

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This review is from: Essentials of Marketing Research (Paperback)

I needed this text for one of my final marketing classes. It arrived very promptly and in mint condition. The text is very well put together and is a must for any marketing major.

3.0 out of 5 stars Used for consumer psychology class, September 13, 2011

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Niki Payne (California, USA) - See all my reviews

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This review is from: Essentials of Marketing Research (Paperback)

This book was a required text book for a class I took while earning a Consumer Psychology certificate degree from The Chicago School of Professional Psychology. It gives you some great examples for survey development when engaging in qualitative market research.