Exploring Marketing Research

Name: Exploring Marketing Research
Price: 34.0 USD
Availability: InStock
ISBN: 9780324320886

ISBN-10: 0324320884

ISBN-13: 9780324320886

Edition: 9th 2007

Authors: William G. Zikmund, Barry J. Babin, Barry J. Babin

List price: $259.95

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EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.

Book details

List price: $259.95
Edition: 9th
Copyright year: 2007
Publisher: Cengage South-Western
Publication date: 8/15/2006
Binding: Hardcover
Pages: 848
Size: 8.75" wide x 11.25" long x 1.05" tall
Weight: 3.784
Language: English




Introduction



The Role of Marketing Research



Information Systems and Knowledge Management



The Marketing Research Process



The Human Side of Marketing Research: Organizational and Ethical Issues



Beginning Stages of the Research Process



Problem Definition: Jump-Starting the Research Process



Qualitative Research Tools



Secondary Data Research In a Digital Age



Research Designs for Collecting Primary Data



Survey Research: An Overview



Survey Research: Basic Methods of Communication with Respondents



Observation



Experimental Research: An Overview



Test Markets and Experimental Design



Measurement Concepts



Measurement



Attitude Measurement



Questionnaire Design



Question Wording and Measurement Scales for Commonly Researched Topics



Sampling and Fieldwork



Sampling Designs and Sampling Procedures



Determination of Sample Size: A Review of Statistical Theory



Fieldwork



Data Analysis and Presentation



Editing and Coding: Transforming Raw Data into Information



Basic Data Analysis: Descriptive Statistics



Univariate Statistical Analysis



Bivariate Statistical Analysis: Differences Between Two Variables



Manual Calculations of an F Statistic



Anova for Complex Experimental Designs



Bivarate Statistical Analysis: Measures of Association



Arithmetic Behind OLS



Introducing Multivariate Statistical Analysis



Getting Factor Results with SAS or SPSS



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



Comprehensive Cases with Computerized Databases