Zikmund, William G., <br/><br/>
Essentials of marketing research / 
William G. Zikmund, Barry J. Babin. 
 - Fifth edition. 
 - xxiv, 452 pages :  illustrations ;  28 cm 
<br/><br/> Includes access code for access to Qualtrics, a web-based survey tool(http://www.qualtrics.com/cengage). 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>1133190642 9781133190646 
<br/><br/><label>LCCN: </label>2011943931 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .Z537 2013 
<br/><br/><label>Dewey Class. No.: </label>658.83