Exploring Marketing Research

Name: Exploring Marketing Research
Price: 11.9 USD
Availability: InStock
ISBN: 9780324788440

ISBN-10: 0324788444

ISBN-13: 9780324788440

Edition: 10th 2010

Authors: William G. Zikmund, Barry J. Babin

List price: $388.95

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Book details

List price: $388.95
Edition: 10th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 3/4/2009
Binding: Hardcover
Pages: 736
Size: 8.50" wide x 10.75" long x 1.25" tall
Weight: 3.586
Language: English



Preface



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



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



Bivariate Statistical Analysis: Measures of Association



Introducing Multivariate Statistical Analysis



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



Comprehensive Cases With Computerized Databases


Appendix: Statistical Tables


Glossary of Frequently Used Symbols


Glossary + Endnotes