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Essentials of Marketing Research (with Qualtrics Printed Access Card) / Edition 5
     

Essentials of Marketing Research (with Qualtrics Printed Access Card) / Edition 5

5.0 1
by William G. Zikmund
 

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ISBN-10: 1133190642

ISBN-13: 9781133190646

Pub. Date: 02/03/2012

Publisher: Cengage Learning

Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book succinctly addresses the design, collection, analysis, and reporting of marketing research data

Overview

Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, the Fifth Edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.

Product Details

ISBN-13:
9781133190646
Publisher:
Cengage Learning
Publication date:
02/03/2012
Edition description:
Older Edition
Pages:
480
Sales rank:
672,782
Product dimensions:
8.40(w) x 10.80(h) x 0.80(d)

Table of Contents

Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems 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. 15. Testing for Differences Between Groups and for Relationships Among Variables. 16. Communicating Research Results. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Endnotes. Index.

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Essentials of Marketing Research 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago