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020 _a1133190642
_qpbk.
020 _a9781133190646
_qpbk.
035 _a(ATU)b12632922
035 _a(OCoLC)745980389
040 _aDLC
_beng
_erda
_cDLC
_dBTCTA
_dYDXCP
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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
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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
907 _a.b12632922
_b25-09-17
_c28-10-15
942 _cB
945 _a658.83 ZIK
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