TY  - BOOK
AU  - Zikmund, William G.,
AU  - Babin, Barry J.,
TI  - Essentials of marketing research
SN  - 978-1-4390-8090-0
AV  - HF 5415.2 Z55 2010
PY  - 2010///
CY  - Mason, Ohio
PB  - South-Western / CENGAGE Learning
KW  - Marketing research
N1  - 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
ER  -