Zikmund, William G. creator author. Babin, Barry J. author. text Fourth edition. monographic eng

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xix , 436 pages : color illustrations ; 28 cm. 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. William G. Zikmund, Barry J. Babin. Includes bibliographical references and index. Marketing research HF 5415.2 Z55 2010 978-1-4390-8090-0 210721 20210721024950.0