TY  - BOOK
AU  - Zikmund,William G.
AU  - Babin,Barry J.
TI  - Essentials of marketing research
SN  - 1133190642
AV  - HF5415.2 .Z537 2013
U1  - 658.83 23
PY  - 2013///]
CY  - Mason, Ohio
PB  - South-Western Cengage Learning
KW  - Marketing research
N1  - 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
ER  -