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Exploring marketing research / William G. Zikmund, Barry J. Babin.

By: Contributor(s): Material type: TextTextPublication details: London : Cengage Learning, c2010.Edition: 10th edDescription: xxii, 714 p. : col. ill ; 28 cmISBN:
  • 9780324788617
Subject(s):
Contents:
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.
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 Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.83 ZI EX (Browse shelf(Opens below)) Available T0037286

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.

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