Title:
Essentials of marketing research.
Author:
Babin, Barry J., author.
ISBN:
9781305263475
9781305263499
9781305660618
9781305263482
Personal Author:
Edition:
Sixth edition / Barry J. Babin, William G. Zikmund.
Physical Description:
xvi, 494 pages : illustrations (mostly color) ; 28 cm
General Note:
Previous edition: 2013.
Includes Internet access.
Contents:
Part I: INTRODUCTION -- 1. The role of marketing research -- 2. Harnessing big data into better decisions -- 3. The marketing research process -- 4. The human side of marketing research: organizational and ethical issues -- Part II: DESIGNING RESEARCH STUDIES -- 5. Qualitative research tools -- 6. Secondary data research in a digital age -- 7. Survey research -- 8. Observation -- 9. Conducting marketing experiments -- Part III: MEASUREMENT -- 10. Measurement and attitude scaling -- 11. Questionnaire design -- Part IV: SAMPLING AND STATISTICAL THEORY -- 12. Sampling designs and sampling procedures -- 13. Big data basics: describing samples and populations -- Part V: ANALYSIS AND REPORTING -- 14. Basic data analysis -- 15. Testing for differences between groups and for predictive relationships -- 16. Communicating research results -- Part VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Abstract:
“Contains detailed discussions of the process, with numerous examples from the industry. Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. Discussion on how to apply marketing research in various marketing applications is presented.”--Publisher’s description.
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