Essntials Of Marketing Res Zikmund 3Ed 3rd  Edition

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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    Highlights
    • Language: English
    • Binding: Paperback
    • Publisher: Cengage
    • ISBN: 9788131502815, 8131502813
    • Edition: 3rd Edition, 2009
    • Pages: 414
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  • Description
    Table of Contents Part I Introduction
        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,
    Part 2 Designing Research Studies
        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
    Part 3 Measurement
        10. Measurement and Attitude Scaling
        11. Questionnaire Design
    Part 4 Sampling and Statistical Theory
        12. Sampling Designs and Sampling Procedures
        13. Determination of Sample Size: A Review of Statistical Theory
    Part 5 Analysis and Reporting
        14. Basic Data Analysis
        15. Differences between Groups and Relationships Among Variables
        16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-up
    Part 6 Comprehensive Cases with Computerized Databases
    Appendix: Statistical Tables
    Glossary of Frequently Used Symbols
    Glossary
    Endnotes
    Index
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    Book Details
    Publication Year
    • 2009
    Contributors
    Author
    • Barry J. Babin, William G. Zikmund
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