01787nam a22002777a 4500 123 123 OSt 20210721024950.0 210721b ||||| |||| 00| 0 eng d 978-1-4390-8090-0 LGA HF 5415.2 Z55 2010 3.0 Economic Governance Zikmund, William G., author. Essentials of marketing research / William G. Zikmund, Barry J. Babin. Fourth edition. Mason, Ohio : South-Western / CENGAGE Learning, ©2010. xix , 436 pages : color illustrations ; 28 cm. text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references and index. 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. Marketing research. Babin, Barry J., author. lcc BOOK 0 0 0 0 3.0 LGA LGA General Books Collection Section 2011-08-16 A-Z Direct Marketing, Inc. funded by SLGP II Purchased 4130.00 0 HF 5415.2 Z55 2010 LGA-000050 2021-07-21 00:00:00 c1 2010-10-08 BOOK 0 0 0 0 3.0 LGRC LGRC General Books Collection Section 2011-08-16 A-Z Direct Marketing, Inc. funded by SLGP II Purchased 4130.00 0 HF 5415.2 Z55 2010 LGA-LB-000038 2021-07-21 00:00:00 c1 2010-10-08 BOOK