Zikmund, William G., <br/><br/>
Essentials of marketing research / 
William G. Zikmund, Barry J. Babin. 
 - Fourth edition. 
 - xix , 436 pages :  color illustrations ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Part 1 : 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 2 : Designing research studies -- 5. Qualitative research -- 6. Secondary data research in digital age -- 7. Survey research -- 8. Observations -- 9. Conducting marketing experiments -- Part 3 : Measurement -- 10. Measurement and attitude scaling -- 11. Questionnaire design -- Part 4 : Sampling and statistical theory -- 12. Sampling designs and sampling procedures -- 13. Determination of sample size : a review of statistical theory -- Part 5 : Analysis and reporting -- 14. Basic data analysis -- 15. Testing for differences between groups and for relationships among variables -- 16. Communicating research results -- Part 6 : Comprehensive cases with computerized databases. 
<br/><br/><label>ISBN: </label>978-1-4390-8090-0 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>LC Class. No.: </label>HF 5415.2  / Z55 2010