| 000 -LEADER |
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| fixed length control field |
01806nam a2200193 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
150916n 000 0 eng d |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126100903.0 |
| CONTROL NUMBER |
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| control field |
62038 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Zikmund, William G. |
| TITLE STATEMENT |
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| Title |
Essentials of marketing research |
| Statement of responsibility, etc |
William G Zikmund, Barry J Babin |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Australia : |
| Name of publisher, distributor, etc |
South-Western, |
| Date of publication, distribution, etc |
2015. |
| PHYSICAL DESCRIPTION |
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| Extent |
xvi, 494 p. ; |
| Dimensions |
28 cm. |
| SUMMARY, ETC. |
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| Summary, etc |
A complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, it equips readers with the core knowledge and skills needed to manage marketing research effectively. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems, Big Data and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. Part V: ANALYSIS AND REPORTING. 14. Basic Data Analysis: Making Statistical Inferences. 15. Testing for Differences Between Groups and for Relationships Among Variables. Appendix A: Communicating Research Results. Appendix B: Statistical Tables. Part VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES AND SEMESTER PROJECT. Endnotes. Index. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing research |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| Source of heading or term |
sears |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |