Essentials of Marketing Research (Irwin Marketing)

Brand: McGraw-Hill/Irwin

  • $116.24
  • Save $295
  • Publish Date: 2012-09-04
  • Binding: Paperback
  • Author: Jr., Joseph Hair;Mary Celsi;Robert Bush;David Ortinau


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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.


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