Business Research Methods (Book Only) / Edition 8

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Editorial Reviews

This seventh edition of a text on business research reflects the changes in information technology that have taken place since the previous edition was published, with discussion of information systems and knowledge management, online focus groups, technology and privacy, and secondary data in the Internet age. There is also new material on Internet surveys, monitoring Web site traffic, and new software for transforming raw data. Learning features include review and critical thinking questions, Internet activities, and video cases. The author is affiliated with Oklahoma State University. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780324320626
  • Publisher: Cengage Learning
  • Publication date: 8/27/2009
  • Edition description: Older Edition
  • Edition number: 8
  • Pages: 696

Meet the Author

A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University and died shortly after completing the eighth edition. He received a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Before beginning his academic career, Professor Zikmund worked in marketing research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). Professor Zikmund also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Exploring Marketing Research, Professor Zikmund authored Essentials of Marketing Research, Business Research Methods, Marketing, Effective Marketing, and a work of fiction, A Corporate Bestiary. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators? Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the Journal of Marketing Education, Marketing Education Review, Journal of the Academy of Marketing Science, and Journal of Business Research.

In addition to co-authoring four textbooks, Barry Babin has published over seventy research publications in prestigious periodicals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Business Research, the Journal of Retailing, Psychological Reports, Psychology and Marketing, and the Journal of the Academy of Marketing Science. Dr. Babin has won also numerous honors for his research, including the University of Southern Mississippi's Louis K. Brandt Faculty Research Award (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, and the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research. His research focuses on the effect of the service environment on employees and customers, and his expertise lies in building successful outcomes that support long-lasting, mutually beneficial relationships with employees and customers. He also has expertise in encouraging creativity in the workplace and wine marketing. Dr. Babin's primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving, and he is a popular and frequent international presenter, having lectured in countries including Australia, South Korea, France, Germany, Canada and the United Kingdom. Dr. Babin is current president of the Academy of Marketing Sciences, former president of the Society of Marketing Advances, and marketing editor for the Journal of Business Research.

Jon is an Assistant Professor in the Department of Management at TCU where he teaches courses in the area of New Ventures and Organizational Behavior. He previously taught at the University of Southern Mississippi. He has pulished articles in journals such as Entrepreneurship Theory & Practice, Journal of Management, and the Journal of Business Research.

Mitch is an Associate Professor of Management at Bradley University. Mitch has previous teaching experience at Southern Illinois University, the University of Minnesota, and Louisiana State University. His current teaching interests include Principles of Marketing, Pricing and Product Strategies, Sales Management, Marketing Research, and Advanced Marketing Research. In recognition of his teaching, Dr. Griffin received the Foster College of Business Administration 1994 Midwest Grain Products Inc. Outstanding Teaching Award. His research has appeared in the Journal of Consumer Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal Of Consumer Affairs, Journal of Satisfaction, Dissatisfaction and Complaining Behavior, Journal of Nonprofit and Public Sector Marketing, and Advances in Consumer Research.

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Table of Contents

Preface xiii
About the Author xx
Part 1 Introduction 1
Chapter 1 The Role of Business Research 2
Chapter 2 Information Systems and Knowledge Management 20
Chapter 3 Theory Building 40
Chapter 4 The Research Process: An Overview 52
Chapter 5 Ethical Issues in Business Research 77
Part 2 Beginning Stages of the Research Process 91
Chapter 6 Problem Definition and the Research Proposal 92
Chapter 7 Exploratory Research and Qualitative Analysis 109
Chapter 8 Secondary Data 135
Part 3 Research Methods for Collecting Primary Data 173
Chapter 9 Survey Research: An Overview 174
Chapter 10 Survey Research: Basic Methods of Communication with Respondents 197
Chapter 11 Observation Methods 234
Chapter 12 Experimental Research 256
Part 4 Measurement Concepts 291
Chapter 13 Measurement and Scaling Concepts 292
Chapter 14 Attitude Measurement 307
Chapter 15 Questionaire Design 329
Part 5 Sampling and Fieldwork 367
Chapter 16 Sample Designs and Sampling Procedures 368
Chapter 17 Determination of Sample Size: A Review of Statistical Theory 401
Chapter 18 Fieldwork 434
Part 6 Data Analysis and Presentation 451
Chapter 19 Editing and Coding: Beginning to Transform Raw Data into Information 452
Chapter 20 Basic Data Analysis: Descriptive Statistics 472
Chapter 21 Univariate Statistics 498
Chapter 22 Bivariate Analysis: Tests of Differences 519
Chapter 23 Bivariate Analysis: Measures of Association 549
Chapter 24 Multivariate Analysis 573
Chapter 25 Communicating Research Results: Report, Presentation, and Follow-Up 597
Part 7 Video Cases
Video Case 1 Polaroid I-Zone 628
Video Case 2 WBRU 629
Video Case 3 Ben & Jerry's 629
Video Case 4 Fossil--A Watch for Every Wrist 630
Video Case 5 IBM: Enterprise Resource Planning 631
Video Case 6 Fisher-Price Rescue Heroes 632
Video Case 7 Upjohn's Rogaine 633
Video Case 8 Trading Cards Focus Group 633
Video Case 9 V8 634
Video Case 10 634
Video Case 11 The Census Bureau: Census 2000 635
Video Case 12 Burke Inc. 636
Video Case 13 The Walker Information Group 637
Part 8 Critical Thinking Cases
Case 1 The Atlanta Braves 638
Case 2 Harvard Cooperative Society 639
Case 3 Tulsa's Central Business District (A): Developing a Research Project 640
Case 4 Hamilton Power Tools (A) 642
Case 5 Middlemist Precision Tool Company 646
Case 6 EZPass 646
Case 7 Today's Man 647
Case 8 Behavioral Science Research of Coral Gables, Florida 648
Case 9 Tulsa's Central Business District (B) 649
Case 10 The Greeting Card Study 653
Case 11 The Evergreen Company 654
Case 12 Tulsa's Central Business District (C) 655
Case 13 The Pretesting Company 656
Case 14 Professional Recruiters 658
Case 15 Hamilton Power Tools (B) 659
Case 16 The Cleveland Clinic Foundation in Jacobs Field 660
Case 17 Flyaway Airlines 663
Case 18 Wall Street Journal/Harris Interactive Business School Survey 665
Case 19 Omar's Fast Freight 667
Case 20 Canterbury Travels 670
Case 21 United States Postal Service 673
Case 22 Schonbrunn Palace in Vienna 678
Case 23 The Business Forms Industry 680
Case 24 Zagorski Field Services 686
Case 25 The Multiplex Company 687
Case 26 Survey on Americans and Dietary Supplements 690
Case 27 Old School versus New School Sports Fans 695
Case 28 Fidelity Investments 696
Case 29 LastDance Health Care Systems 697
Case 30 Sunbelt Energy Corporation 702
Case 31 Employees Federal Credit Union 705
Case 32 Values and the Automobile Market 710
Appendix Statistical Tables 713
Endnotes and Photo Credits 721
Glossary of Frequently Used Symbols 733
Glossary of Terms 734
Index 744
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