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Exploring Marketing Research / Edition 9
     

Exploring Marketing Research / Edition 9

by William G. Zikmund, Barry J. Babin
 

ISBN-10: 0324320884

ISBN-13: 9780324320886

Pub. Date: 08/15/2006

Publisher: Cengage Learning

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest

Overview

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.

Product Details

ISBN-13:
9780324320886
Publisher:
Cengage Learning
Publication date:
08/15/2006
Edition description:
Older Edition
Pages:
848
Product dimensions:
8.68(w) x 10.94(h) x 1.21(d)

Table of Contents

Part 1Introduction
Chapter 1The Role of Marketing Research1
Chapter 2Information Systems and Knowledge Management25
Chapter 3The Marketing Research Process48
Chapter 4The Human Side of Marketing Research: Organizational and Ethical Issues70
Part 2Beginning Stages of the Research Process
Chapter 5Problem Definition and the Research Process100
Chapter 6Exploratory Research and Qualitative Analysis119
Chapter 7Secondary Data Research in a Digital Age148
Part 3Research Designs for Collecting Primary Data
Chapter 8Survey Research: An Overview185
Chapter 9Survey Research: Basic Methods of Communication with Respondents211
Chapter 10Observation249
Chapter 11Experimental Research: An Overview270
Chapter 12Test Marketing and Complex Experiments299
Part 4Measurement Concepts
Chapter 13Measurement323
Chapter 14Attitude Measurement339
Chapter 15Questionnaire Design364
Part 5Sampling and Fieldwork
Chapter 16Sampling Designs and Sampling Procedures415
Chapter 17Determination of Sample Size: A Review of Statistical Theory445
Chapter 18Fieldwork475
Part 6Data Analysis and Presentation
Chapter 19Editing and Coding: Transforming Raw Data into Information499
Chapter 20Basic Data Analysis: Descriptive Statistics524
Chapter 21Univariate Statistical Analysis555
Chapter 22Bivariate Statistical Analysis: Tests of Differences574
Chapter 23Bivariate Statistical Analysis: Measures of Association607
Chapter 24Multivariate Statistical Analysis631
Chapter 25Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up651
Part 7Comprehensive Cases with Computerized Databases
AppendixStatistical Tables707
Glossary of Frequently Used Symbols715
Glossary of Terms716
Endnotes729
Credits739
Index740

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