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.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 ZI EX (Browse shelf) | Available | T0037286 |
Total holds: 0
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| 658.83 SM FU Fundamentals of marketing research / | 658.83 TU MA Marketing research : measurement & method. | 658.83 WA MA Marketing strategy : | 658.83 ZI EX Exploring marketing research / | 658.83028 BR MA Marketing scales handbook : the top 20 multi-item measures used in consumer research | 658.83028 BR MA Marketing scales handbook : the top 20 multi-item measures used in consumer research | 658.830285555 JA MA Marketing research with SPSS / |
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