Exploring Marketing Research

Name: Exploring Marketing Research
Price: 11.25 USD
Availability: InStock
ISBN: 9780030056680

ISBN-10: 0030056683

ISBN-13: 9780030056680

Edition: 2nd

Authors: William G. Zikmund

List price: $51.50

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Book details

List price: $51.50
Edition: 2nd
Publisher: Dryden Press
Binding: Cloth Text
Pages: 800
Language: English

Introduction
The Role of Marketing Research	p. 1
Information Systems and Knowledge Management	p. 25
The Marketing Research Process	p. 48
The Human Side of Marketing Research: Organizational and Ethical Issues	p. 70
Beginning Stages of the Research Process
Problem Definition and the Research Process	p. 100
Exploratory Research and Qualitative Analysis	p. 119
Secondary Data Research in a Digital Age	p. 148
Research Designs for Collecting Primary Data
Survey Research: An Overview	p. 185
Survey Research: Basic Methods of Communication with Respondents	p. 211
Observation	p. 249
Experimental Research: An Overview	p. 270
Test Marketing and Complex Experiments	p. 299
Measurement Concepts
Measurement	p. 323
Attitude Measurement	p. 339
Questionnaire Design	p. 364
Sampling and Fieldwork
Sampling Designs and Sampling Procedures	p. 415
Determination of Sample Size: A Review of Statistical Theory	p. 445
Fieldwork	p. 475
Data Analysis and Presentation
Editing and Coding: Transforming Raw Data into Information	p. 499
Basic Data Analysis: Descriptive Statistics	p. 524
Univariate Statistical Analysis	p. 555
Bivariate Statistical Analysis: Tests of Differences	p. 574
Bivariate Statistical Analysis: Measures of Association	p. 607
Multivariate Statistical Analysis	p. 631
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up	p. 651
Comprehensive Cases with Computerized Databases
Statistical Tables	p. 707
Glossary of Frequently Used Symbols	p. 715
Glossary of Terms	p. 716
Endnotes	p. 729
Credits	p. 739
Index	p. 740
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