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Zikmund, William G.,

Essentials of marketing research / William G. Zikmund, Barry J. Babin. - Fifth edition. - xxiv, 452 pages : illustrations ; 28 cm

Includes access code for access to Qualtrics, a web-based survey tool(http://www.qualtrics.com/cengage).

Includes bibliographical references and index.

Introduction: -- The role of marketing research -- Data mining procedures and knowledge systems -- The marketing research process -- The human side of marketing research : organizational and ethical issues -- Designing research studies: -- Qualitative research -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- Measurement : -- Measurement and attitude scaling -- Questionnaire design -- Sampling and statistical theory: -- Sampling designs and sampling procedures -- Reviewing statistical theory and determining sample size -- Analysis and reporting; -- Basic data analysis -- Testing for differences between groups and for relationships among variables -- Communicating research results -- Comprehensive cases with computerized databases. 1. 2. 3. 4. 5. 6.

ISBN: 1133190642 9781133190646

LCCN: 2011943931

Subjects--Topical Terms:
Marketing research

LC Class. No.: HF5415.2 / .Z537 2013

Dewey Class. No.: 658.83