| Record ID | ia:essentialsofmark0000zikm_s5d5 |
| Source | Internet Archive |
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003 OCoLC
005 20210113000549.0
008 090210s2010 ohua b 001 0 eng
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020 $a0324593759$q(pbk.)
020 $a9781439047545
020 $a1439047545
020 $a9781439080900$q(international ed. ;$qpbk.)
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050 00 $aHF5415.2$b.Z537 2010
082 04 $a658.83$222
084 $aQP 611$2rvk
100 1 $aZikmund, William G.
245 10 $aEssentials of marketing research /$cWilliam G. Zikmund, Barry J. Babin.
250 $a4th ed.
260 $aMason, Ohio :$bSouth-Western/CENGAGE Learning,$c©2010.
300 $axix, 436 pages :$bcolor illustrations ;$c28 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 424-430) and index.
505 0 $aPart I: Introduction: The role of marketing research -- Information systems and knowledge management -- The marketing research process: an overview -- The human side of marketing research: organizational and ethical issues -- Part II: Designing research studies: Exploratory research and qualitative analysis -- Secondary data research in a digital age -- Survey research -- Observation -- Experimental research -- Part III: Measurement: Measurement and attitude measurement -- Questionnaire design -- Part IV: Sampling and statistical theory: Sampling designs and sampling procedures -- Determination of sample size: a review of statistical theory -- Part V: Analysis and reporting: Basic data analysis -- Differences between groups and relationships among variables -- Communicating research results: research report, oral presentation, and research follow-up -- Part VI: Comprehensive cases with computerized databases -- Appendix: Statistical tables.
520 8 $aThe organization of this title follows the logic of the marketing research process. The book begins by discussing the scope of marketing research, and provides an overview of problem definition and the marketing research process.
650 0 $aMarketing research.
650 7 $aMarketing research.$2fast$0(OCoLC)fst01010284
650 7 $aMarktforschung.$0(DE-588)4037630-8$2gnd
650 7 $aMarktforschung.$2idsbb
650 07 $aMarktforschung.$2swd
700 1 $aBabin, Barry J.
938 $aBaker and Taylor$bBTCP$nBK0008379889
938 $aYBP Library Services$bYANK$n2985080
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