E-Book Overview
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 students a strong command of market research principles, while being short enough to use alongside cases or projects.
E-Book Content
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
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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 research / Joseph F. Hair, Jr., University of South Alabama, Mary W. Celsi, California State University/Long Beach, David J. Ortinau, University of South Florida, Robert P. Bush, Houston Baptist University. Fourth edition. | New York, NY : McGraw-Hill Education, [2017] LCCN 2016030404 | ISBN 9780078112119 (alk. paper) LCSH: Marketing research. LCC HF5415.2 .E894 2017 | DDC 658.8/3—dc23 LC record available at https://lccn.loc.gov/2016030404 The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does not guarantee the accuracy of the information presented at these sites.
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Dedication
To my wife Dale, our son Joe III, wife Kerrie, and grandsons Joe IV and Declan. —Joseph F. Hair, Jr., Mobile, Alabama To my father and mother, William and Carol Finley. —Mary Wolfinbarger Celsi, Long Beach, CA To my late mom, Lois and my sis