rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Essentials of marketing research
  name:
    name part: Hair, Joseph F.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Ortinau, David J.
    role:
      role term: author.
  name:
    name part: Harrison, Dana E.
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: nyu
    date issued: 2021
    copyright date: 2021
    edition: Fifth edition.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xx, 428 pages ; 26 cm.
  abstract: First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than sixty percent of all data collection methods. The movement to online methods of data collection has necessitated the addition of considerable new material on this topic. The chapters on sampling, measurement and scaling, questionnaire design and preparation for data analysis all required new guidelines on how to deal with online related issues. Social media monitoring and marketing research online communities are expanding research methods and are addressed in our chapter on qualitative and observational research. Second, to enhance student analytical skills we added additional variables on social media activities to the continuing case on the Santa Fe Grill and Jose's Southwestern Cafe. Also, there is now a separate data set based on a survey of the employees of the Santa Fe Grill. Findings of the Santa Fe Grill customer and employee data sets are related and can be compared qualitatively to obtain additional insights. The competitor data for the continuing case enables students to make comparisons of customer experiences in each of the two restaurants and to apply their research findings in devising the most effective marketing strategies for the Santa Fe Grill. We also added a new data set in Chapter 13 on communicating marketing research findings. The data set reflects the attitudes and opinions of students in our classes about advertising and types of media.
  note: Joseph F. Hair, Jr., University of South Alabama, David J. Ortinau, University of South Florida, Dana Harrison, East Tennessee State University.
  note: Revised edition of the authors' Essentials of marketing research, [2017].
  note: Includes bibliographical references and index.
  subject:
    topic: Marketing research
  classification: HF5415.2 .E894 2021
  classification: 658.8/3
  identifier: 9781260260465
  identifier: 1260260461
  identifier: 9781260511765
  identifier: 2019027025
  record info:
    record content source: DLC
    record creation date: 190627
    record change date: 20220210201404.4
    record identifier: in00004550831