| 000 -LEADER |
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| fixed length control field |
02955cam a22003618i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
21056520 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20211220144450.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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| fixed length control field |
m |o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| fixed length control field |
cr ||||||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
190627s2020 nyu ob 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2019027026 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781260511765 |
| Qualifying information |
(ebook) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781260575781 |
| Qualifying information |
(paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Description conventions |
rda |
| Modifying agency |
DLC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.2 |
| Item number |
.H3 2021 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/3 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hair, Joseph F., |
| Relator term |
author. |
| 9 (RLIN) |
11878 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Essentials of marketing research / |
| Statement of responsibility, etc |
Joseph F. Hair, Jr., University of South Alabama, David J. Ortinau, University of South Florida, Dana Harrison, East Tennessee State University. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fifth Edition. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Revised edition of the authors' Essentials of marketing research, [2017] |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than 60 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 Café. 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"-- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing research. |
| 9 (RLIN) |
1456 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ortinau, David J., |
| Relator term |
author. |
| 9 (RLIN) |
18414 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Harrison, Dana E., |
| Relator term |
author. |
| 9 (RLIN) |
18415 |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Print version: |
| Main entry heading |
Hair, Joseph F.. |
| Title |
Essentials of marketing research |
| Edition |
Fifth Edition. |
| Place, publisher, and date of publication |
New York : McGraw-Hill Education, 2020. |
| International Standard Book Number |
9781260260465 |
| Record control number |
(DLC) 2019027025 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
