Essentials of marketing research / William G. Zikmund, Barry J. Babin.
Material type:
TextPublication details: Mason, Ohio : South-Western/CENGAGE Learning, c2010.Edition: 4th edDescription: xix, 436 p. : col. ill. ; 28 cmISBN: - 9780324593754 (pbk.)
- 0324593759 (pbk.)
- 9781439047545
- 1439047545
- 9781439080900 (international ed. : pbk.)
- 1439080909 (international ed. : pbk.)
- 9781439047552 (Internet access card)
- 1439047553 (Internet access card)
- HF5415.2 .Z537 2010
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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MAIN General | AUE Library Collection | HF5415.2 .Z537 2010 (Browse shelf(Opens below)) | 1 | Available | 10019401 |
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.
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