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Essentials of marketing research / William G. Zikmund, Barry J. Babin.

By: Contributor(s): Material type: TextTextPublisher: Mason, Ohio : South-Western Cengage Learning, [2013]Copyright date: ©2013Edition: Fifth editionDescription: xxiv, 452 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1133190642
  • 9781133190646
Subject(s): DDC classification:
  • 658.83 23
LOC classification:
  • HF5415.2 .Z537 2013
Contents:
1. 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 -- 2. Designing research studies: -- Qualitative research -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- 3. Measurement : -- Measurement and attitude scaling -- Questionnaire design -- 4. Sampling and statistical theory: -- Sampling designs and sampling procedures -- Reviewing statistical theory and determining sample size -- 5. Analysis and reporting; -- Basic data analysis -- Testing for differences between groups and for relationships among variables -- Communicating research results -- 6. Comprehensive cases with computerized databases.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.83 ZIK (Browse shelf(Opens below)) 1 Available A519031B

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

Includes bibliographical references and index.

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

Machine converted from AACR2 source record.

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