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Essentials of Marketing Research (with Qualtrics Card)

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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