Title: Essentials of Marketing Research (5th Edition)
Authors: Joseph Hair, David Ortinau, Dana E. Harrison
Publisher: McGraw Hill; 5th edition (January 8, 2020)
Description:
“Essentials of Marketing Research” by Joseph Hair, David Ortinau, and Dana E. Harrison, published by McGraw Hill in its 5th edition, provides a comprehensive overview of marketing research principles and practices. This edition offers updated insights into the latest methodologies and techniques used in the field of marketing research. The authors cover key topics such as research design, data collection, data analysis, and reporting findings, emphasizing their practical applications in marketing decision-making processes. With a focus on real-world examples and case studies, the book equips readers with the knowledge and skills necessary to conduct effective marketing research projects. Whether you’re a student, marketing professional, or business owner, “Essentials of Marketing Research” serves as a valuable resource for understanding and applying the fundamentals of marketing research in today’s dynamic business environment.