Essntials Of Marketing Res Zikmund 3Ed 3rd Edition (English, Paperback, Barry J. Babin, William G. Zikmund)
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Essntials Of Marketing Res Zikmund 3Ed 3rd Edition (English, Paperback, Barry J. Babin, William G. Zikmund)
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- Language: English
- Binding: Paperback
- Publisher: Cengage
- ISBN: 9788131502815, 8131502813
- Edition: 3rd Edition, 2009
- Pages: 414
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Table of Contents Part I Introduction
Appendix: Statistical Tables
Glossary of Frequently Used Symbols
Glossary
Endnotes
Index
- 1. The Role of Marketing Research
2. Information Systems and Knowledge Management
3. The Marketing Research Process: An Overview
4. The Human Side of Marketing Research: Organization and Ethical Issues,
- 5. Qualitative and Exploratory Research Tools
6. Secondary Data Research in a Digital Age
7. Survey Research: An Overview
8. Observation
9. Experimental Research: An Overview
- 10. Measurement and Attitude Scaling
11. Questionnaire Design
- 12. Sampling Designs and Sampling Procedures
13. Determination of Sample Size: A Review of Statistical Theory
- 14. Basic Data Analysis
15. Differences between Groups and Relationships Among Variables
16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-up
Appendix: Statistical Tables
Glossary of Frequently Used Symbols
Glossary
Endnotes
Index
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