000			01787nam a22002777a 4500
999			_c123 _d123
003			OSt
005			20210721024950.0
008			210721b ||||| |||| 00| 0 eng d
020			_a978-1-4390-8090-0
040			_cLGA
050			_aHF 5415.2 _bZ55 2010
090			_a3.0 Economic Governance
100			_aZikmund, William G., _eauthor.
245			_aEssentials of marketing research / _cWilliam G. Zikmund, Barry J. Babin.
250			_aFourth edition.
264			_aMason, Ohio : _bSouth-Western / CENGAGE Learning, _c©2010.
300			_axix , 436 pages : _bcolor illustrations ; _c28 cm.
336			_2text _ardacontent
337			_2unmediated _ardamedia
338			_2volume _ardacarrier
504			_aIncludes bibliographical references and index.
505			_aPart 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.
650			_aMarketing research.
700			_aBabin, Barry J., _eauthor.
942			_2lcc _cBOOK