Exploring Marketing Research / Edition 9

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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.

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Editorial Reviews

Booknews
Focusing on classical marketing research methods as well as highlighting the uses of the Internet, this textbook outlines each step in the research process, and specifically discusses problem definition, research design, primary data collection, measurement, sampling, fieldwork, data analysis, and presentation. Appendices feature statistical tables, a glossary of frequently used symbols, and a glossary of terms. Zikmund teaches at the Oklahoma State University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780324320886
  • Publisher: Cengage Learning
  • Publication date: 8/15/2006
  • Edition description: Older Edition
  • Edition number: 9
  • Pages: 848
  • Product dimensions: 8.68 (w) x 10.94 (h) x 1.21 (d)

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.

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Table of Contents

Part 1 Introduction
Chapter 1 The Role of Marketing Research 1
Chapter 2 Information Systems and Knowledge Management 25
Chapter 3 The Marketing Research Process 48
Chapter 4 The Human Side of Marketing Research: Organizational and Ethical Issues 70
Part 2 Beginning Stages of the Research Process
Chapter 5 Problem Definition and the Research Process 100
Chapter 6 Exploratory Research and Qualitative Analysis 119
Chapter 7 Secondary Data Research in a Digital Age 148
Part 3 Research Designs for Collecting Primary Data
Chapter 8 Survey Research: An Overview 185
Chapter 9 Survey Research: Basic Methods of Communication with Respondents 211
Chapter 10 Observation 249
Chapter 11 Experimental Research: An Overview 270
Chapter 12 Test Marketing and Complex Experiments 299
Part 4 Measurement Concepts
Chapter 13 Measurement 323
Chapter 14 Attitude Measurement 339
Chapter 15 Questionnaire Design 364
Part 5 Sampling and Fieldwork
Chapter 16 Sampling Designs and Sampling Procedures 415
Chapter 17 Determination of Sample Size: A Review of Statistical Theory 445
Chapter 18 Fieldwork 475
Part 6 Data Analysis and Presentation
Chapter 19 Editing and Coding: Transforming Raw Data into Information 499
Chapter 20 Basic Data Analysis: Descriptive Statistics 524
Chapter 21 Univariate Statistical Analysis 555
Chapter 22 Bivariate Statistical Analysis: Tests of Differences 574
Chapter 23 Bivariate Statistical Analysis: Measures of Association 607
Chapter 24 Multivariate Statistical Analysis 631
Chapter 25 Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up 651
Part 7 Comprehensive Cases with Computerized Databases
Appendix Statistical Tables 707
Glossary of Frequently Used Symbols 715
Glossary of Terms 716
Endnotes 729
Credits 739
Index 740
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