Essentials of Marketing Research (with Qualtrics Card)

Name: Essentials of Marketing Research (with Qualtrics Card)
Price: 20.69 USD
Availability: InStock
ISBN: 9781439047545

ISBN-10: 1439047545

ISBN-13: 9781439047545

Edition: 4th 2010

Authors: William G. Zikmund, Barry J. Babin

List price: $277.95

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Book details

List price: $277.95
Edition: 4th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 4/20/2009
Binding: Paperback
Pages: 456
Size: 8.50" wide x 10.75" long x 0.75" tall
Weight: 1.980
Language: English




Introduction



The Role of Marketing Research



Information Systems and Knowledge Management



The Marketing Research Process: An Overview



The Human Side of Marketing Research: Organizational and Ethical Issues



Designing Research Studies



Exploratory Research and Qualitative Analysis



Secondary Data Research in a Digital Age



Survey Research



Observation



Experimental Research



Measurement



Measurement and Attitude Measurement



Questionnaire Design



Sampling And Statistical Theory



Sampling Designs and Sampling Procedures



Determination of Sample Size: A Review of Statistical Theory



Analysis And Reporting



Basic Data Analysis



Differences Between Groups and Relationships Among Variables



Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up



Comprehensive Cases With Computerized Databases


Appendix: Statistical Tables