Exploring marketing research /
William G. Zikmund, Barry J. Babin.
- 10th ed.
- London : Cengage Learning, c2010.
- xxii, 714 p. : col. ill ; 28 cm.
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.