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eBook Essentials of Marketing research_Hair et al. (4th Ed, 2017)

Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

Chapter 3_Secondary Data, Literature Reviews, and Hypotheses

Learning objectives: Understand the nature and role of secondary data. Describe how to conduct a literature review. Identify sources of internal and external secondary data.

Chapter 5: Descriptive and Causal Research Designs

Learning objectives: Explain the purpose and advantages of survey research designs Describe the types of survey methods Discuss the factors influencing the choice of survey methods Explain experiments and the types of variables used in causal designs.