Essentials of Marketing Research

Essentials of Marketing Research utilizes an application-oriented approach to equip students with the tools and skills necessary to solve real-world business problems and maximize market opportunities. Grounded in the authors’ extensive practical experience, the text provides comprehensive coverage of qualitative research, sample size rules-of-thumb, and background literature reviews, alongside the latest market research tools and techniques.

This fifth edition is designed to give students a strong command of market research principles while maintaining a concise format suitable for use with cases and various course projects. To reinforce learning, the book includes a continuing case study and corresponding data sets. It is also compatible with McGraw-Hill Connect® and SmartBook 2.0, offering advanced resources for mastering the subject matter.

Book Specifications

• Title: Essentials of Marketing Research (ISE HED IRWIN MARKETING)
• Author: Joseph F. Hair Jr.
• Edition: 5th Edition
• Language: English
• Publisher: McGraw-Hill Education
• Publication Date: March 4, 2020
• ISBN-10: 1260575780
• ISBN-13: 978-1260575781
• Dimensions: 8 x 0.7 x 9.9 inches