Essentials of marketing research / William G. Zikmund, Barry J. Babin.
Material type: TextPublisher: Mason, Ohio : South-Western Cengage Learning, [2013]Copyright date: ©2013Edition: Fifth editionDescription: xxiv, 452 pages : illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 1133190642
- 9781133190646
- 658.83 23
- HF5415.2 .Z537 2013
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.
There are no comments on this title.