EFFECTIVE MARKETING RESEARCH I

Name: EFFECTIVE MARKETING RESEARCH I
Price: 9.13 USD
Availability: InStock
ISBN: 9780176252083

ISBN-10: 0176252088

ISBN-13: 9780176252083

Edition: 1st

Authors: ZIKMUND

List price: $80.10

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Description:

Effective Marketing Research in Canada reflects the astonishing changes in information technology that have taken place in the last few years. While the book’s primary focus is on time-honoured, traditional marketing research methods, its authors have worked diligently and carefully to make this a book that reflects the practice of marketing research in our digital age.

Book details

List price: $80.10
Edition: 1st
Publisher: NELSON
Publication date: 3/8/2007
Weight: 3.388




Introduction to Marketing Research Process



The Role of Marketing Research



The Marketing Research Process



The Human Side of Marketing Research



Problem Definition and the Research Process



Designing Research Studies



Exploratory Research and Qualitative Analysis



Secondary Data Research in a Digital Age



Survey Research: An Overview



Survey Research: Basic Methods of Communication



Observation



Experimental Research



Measurement Concepts



Measurement



Measuring Attitude



Questionnaire Design



Sampling and Data Collection



Sampling Designs and Sampling Procedures



Determination of a Sample Size: A Review of Statistical Theory



Data Collection and Preparation



Analysis and Interpretation of Data



Basic Data Analysis



Differences between Groups and Relationship among Variables



Presentation of Research Report



Communicating Research Results



Comprehensive Cases with Computerized Databases