TY  - BOOK
AU  - Hair, Joseph F.
AU  - Hair,Joseph F.
AU  - Celsi, Mary Wolfinbarger
AU  - Oritinau, David J.
AU  - Bush, Robert P.
TI  - Essentials of marketing research
SN  - 978-0-07-131837-2
U1  - Cir./658.83/H127/2013 
PY  - 2013///
CY  - New York, NY
PB  - McGraw-Hill/Irwin
KW  - Marketing research
N1  - Includes bibliographical references and indexes; The online book link; https://www.amazon.com/Essentials-Marketing-Research-Wolfinbarger-Ortinau/dp/0071318372/ref=sr_1_1?dchild=1&keywords=9780071318372&qid=1628763115&s=books&sr=1-1
N2  - "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
ER  -