| 000 | 01806nam a2200193 a 4500 | ||
|---|---|---|---|
| 245 | 1 | 0 |
_aEssentials of marketing research _cWilliam G Zikmund, Barry J Babin |
| 008 | 150916n 000 0 eng d | ||
| 260 |
_aAustralia : _bSouth-Western, _c2015. |
||
| 100 | _aZikmund, William G. | ||
| 520 | _aA 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. | ||
| 505 | 0 | _aPart 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. | |
| 650 | 7 |
_aMarketing research _2sears |
|
| 650 | 7 |
_aMarketing _2sears |
|
| 300 |
_axvi, 494 p. ; _c28 cm. |
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| 005 | 20170126100903.0 | ||
| 001 | 62038 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c27501 _d27501 |
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