Exploring marketing research.
Material type: TextPublication details: [Mason, Ohio?] : South-Western Cengage Learning, c2010.Edition: 10th ed., International ed. / William G. Zikmund, Barry J. BabinDescription: 714 p. : col. ill. ; 28 cm. + 1 Internet access cardISBN:- 9780324788617 (pbk.) :
- 9780324788457 (Internet access card) :
- 9780324788617
- 658.83 ZIK
- HF5415.2 .Z54 2009
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 ZIK (Browse shelf(Opens below)) | 1 | Available | 00214178 |
Previous ed.: 2007.
International ed.
Includes bibliographical references and index.
Part I.Introduction -- 1.The role of marekting research -- 2.Information systems and knowledge management -- 3.The marekting research process -- 4.The human side of marketing research: organizational and ethical issues -- 5.Problem definition: jump-starting the research process -- 6.Qualitative research tools -- 7.Secondary data research in a digital age -- Part 3.Research designs for collecting primary data -- 8.Survey research: an overview -- 9.Survey research: basic methods of communication with respondents -- 10.Observation -- 11.Experimental research: an overview -- 12.Test-markets and experimental design -- Part 4.Measurement concepts -- 13.Measurement -- 14.Attitude measurement -- 15.Questionnaire design -- Part 5.Sampling and fieldwork -- 16.Sampling designs and sampling procedures -- 17.Determination of sample size: a review of statistical theory -- 18.Fieldwork -- Part 6.Data analysis and presentation -- 19.Editing and coding: transforming raw data into information --20.Basic data analysis: descriptive statistics -- 21.Univariate statistical analysis -- 23.Bivariate statistical analysis: measuresof association -- 24.Introducing multivariate data analysis -- 25.Communicating research results: research reports, oral presentation, and research follow-up -- Part 7.Comprehensive cases with computerized databases.
Marketing research on the internet has moved from the introductory stage of its product life to the growth stage in the 21st century. Technological developments and social diffusion of the internet has continued to shape the future of marketing research. This book reflects the changes in IT since the previous edition.