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_a1133190642 _qpbk. |
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020 |
_a9781133190646 _qpbk. |
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035 | _a(ATU)b12632922 | ||
035 | _a(OCoLC)745980389 | ||
040 |
_aDLC _beng _erda _cDLC _dBTCTA _dYDXCP _dBWX _dCDX _dOCLCO _dATU |
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042 | _apcc | ||
050 | 0 | 0 |
_aHF5415.2 _b.Z537 2013 |
082 | 0 | 4 |
_a658.83 _223 |
100 | 1 |
_aZikmund, William G., _eauthor. _91037786 |
|
245 | 1 | 0 |
_aEssentials of marketing research / _cWilliam G. Zikmund, Barry J. Babin. |
250 | _aFifth edition. | ||
264 | 1 |
_aMason, Ohio : _bSouth-Western Cengage Learning, _c[2013] |
|
264 | 4 | _c©2013 | |
300 |
_axxiv, 452 pages : _billustrations ; _c28 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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500 | _aIncludes access code for access to Qualtrics, a web-based survey tool(http://www.qualtrics.com/cengage). | ||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_g1. _tIntroduction: -- _tThe role of marketing research -- _tData mining procedures and knowledge systems -- _tThe marketing research process -- _tThe human side of marketing research : organizational and ethical issues -- _g2. _tDesigning research studies: -- _tQualitative research -- _tSecondary data research in a digital age -- _tSurvey research -- _tObservation -- _tConducting marketing experiments -- _g3. _tMeasurement : -- _tMeasurement and attitude scaling -- _tQuestionnaire design -- _g4. _tSampling and statistical theory: -- _tSampling designs and sampling procedures -- _tReviewing statistical theory and determining sample size -- _g5. _tAnalysis and reporting; -- _tBasic data analysis -- _tTesting for differences between groups and for relationships among variables -- _tCommunicating research results -- _g6. _tComprehensive cases with computerized databases. |
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aMarketing research _9338698 |
|
700 | 1 |
_aBabin, Barry J., _eauthor. _91089484 |
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907 |
_a.b12632922 _b25-09-17 _c28-10-15 |
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