Essentials of marketing research /
Zikmund, William G.
Essentials of marketing research / William G. Zikmund, Barry J. Babin. - 4th ed. - Mason, Ohio : South-Western/CENGAGE Learning, c2010. - xix, 436 p. : col. ill. ; 28 cm.
Includes bibliographical references (p. 424-430) and index.
Part I: Introduction: The role of marketing research -- Information systems and knowledge management -- The marketing research process: an overview -- The human side of marketing research: organizational and ethical issues -- Part II: Designing research studies: Exploratory research and qualitative analysis -- Secondary data research in a digital age -- Survey research -- Observation -- Experimental research -- Part III: Measurement: Measurement and attitude measurement -- Questionnaire design -- Part IV: Sampling and statistical theory: Sampling designs and sampling procedures -- Determination of sample size: a review of statistical theory -- Part V: Analysis and reporting: Basic data analysis -- Differences between groups and relationships among variables -- Communicating research results: research report, oral presentation, and research follow-up -- Part VI: Comprehensive cases with computerized databases -- Appendix: Statistical tables.
The organization of this title follows the logic of the marketing research process. The book begins by discussing the scope of marketing research, and provides an overview of problem definition and the marketing research process.
9780324593754 (pbk.) 0324593759 (pbk.) 9781439047545 1439047545 9781439080900 (international ed. : pbk.) 1439080909 (international ed. : pbk.) 9781439047552 (Internet access card) 1439047553 (Internet access card)
2009922672
Marketing research.
HF5415.2 / .Z537 2010
Essentials of marketing research / William G. Zikmund, Barry J. Babin. - 4th ed. - Mason, Ohio : South-Western/CENGAGE Learning, c2010. - xix, 436 p. : col. ill. ; 28 cm.
Includes bibliographical references (p. 424-430) and index.
Part I: Introduction: The role of marketing research -- Information systems and knowledge management -- The marketing research process: an overview -- The human side of marketing research: organizational and ethical issues -- Part II: Designing research studies: Exploratory research and qualitative analysis -- Secondary data research in a digital age -- Survey research -- Observation -- Experimental research -- Part III: Measurement: Measurement and attitude measurement -- Questionnaire design -- Part IV: Sampling and statistical theory: Sampling designs and sampling procedures -- Determination of sample size: a review of statistical theory -- Part V: Analysis and reporting: Basic data analysis -- Differences between groups and relationships among variables -- Communicating research results: research report, oral presentation, and research follow-up -- Part VI: Comprehensive cases with computerized databases -- Appendix: Statistical tables.
The organization of this title follows the logic of the marketing research process. The book begins by discussing the scope of marketing research, and provides an overview of problem definition and the marketing research process.
9780324593754 (pbk.) 0324593759 (pbk.) 9781439047545 1439047545 9781439080900 (international ed. : pbk.) 1439080909 (international ed. : pbk.) 9781439047552 (Internet access card) 1439047553 (Internet access card)
2009922672
Marketing research.
HF5415.2 / .Z537 2010