Essentials of Marketing Research / Edition 4

Essentials of Marketing Research / Edition 4

by William G. Zikmund, Barry J. Babin, William Zikmund, Babin
     
 

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ISBN-10: 0324593759

ISBN-13: 9780324593754

Pub. Date: 04/28/2009

Publisher: Cengage Learning


Marketing Research deals with the design, collection, analysis, and reporting of data relevant to a firm's current and future needs. The trend in Marketing Research, aside from using the Internet to quickly capture marketing data, is the focus on the marketing research student as a manager of marketing research and not actually a practitioner of marketing research

Overview


Marketing Research deals with the design, collection, analysis, and reporting of data relevant to a firm's current and future needs. The trend in Marketing Research, aside from using the Internet to quickly capture marketing data, is the focus on the marketing research student as a manager of marketing research and not actually a practitioner of marketing research. This course is typically found in 4-year and MBA programs, and is taught out of the marketing department.

Product Details

ISBN-13:
9780324593754
Publisher:
Cengage Learning
Publication date:
04/28/2009
Edition description:
Canceled - Rights restriction
Pages:
432

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: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 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. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables.

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