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Exploring marketing research /

By: Zikmund, William G
Title By: Babin, Barry J
Material type: BookPublisher: London : Cengage Learning, c2010.Edition: 10th ed.Description: xxii, 714 p. : col. ill ; 28 cm.ISBN: 9780324788617Program: MARK202Subject(s): Marketing research | Marketing research -- Computer network resources
Summary:
An undergraduate textbook presenting a contemporary perspective on theory and practice. Emphasizes an applied approach with practical applications.
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Item type Home library Call number Status Date due Barcode Item holds Course reserves
REGULAR University of Wollongong in Dubai
Main Collection
658.83 ZI EX (Browse shelf) Available T0037286

MARK205 Autumn2021

Total holds: 0

Includes bibliographical references and index.

Table of contentPart 1 ntroduction 1Part 2 Beginning stages of the research process 104Part 3 Research designs for collecting primary data 187Part 4 Measurement Concepts 319Part 5 Sampling and Fieldwork 410Part 6 Data analysis and presentation 489Part 7 Comprehensive cases with computerized databases 663.

An undergraduate textbook presenting a contemporary perspective on theory and practice. Emphasizes an applied approach with practical applications.

MARK202

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