Marketing Research, 1st Edition

William Zikmund - Oklahoma State University

Steven Ward - Murdoch University

Ben Lowe - University of Kent, UK

Hume Winzar - Griffith University

ISBN-10: 0170127346  ISBN-13: 9780170127349

570 Pages   Paperbound

© 2007     Published

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• Overview
• |
• About the Author
• |
• Table of Contents
• |
• Features

Table of Contents

PART ONE: INTRODUCTION TO THE RESEARCH PROCESS
1. The role of marketing research and the research process
PART TWO: DEFINING THE PROBLEM
2. Problem definition and the research process
PART THREE: PLANNING THE RESEARCH DESIGN
3. Exploratory research and qualitative analysis
4. Digital research using secondary data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
PART FOUR: PLANNING THE SAMPLE
10. Sampling: Sample design and sample size
PART FIVE: COLLECTING THE DATA
11. Editing and coding: Transforming raw data into information
PART SIX: ANALYSING THE DATA
12. Univariate statistical analysis: A recap of inferential statistics
13. Bivariate statistical analysis: Tests of differences
14. Bivariate statistical analysis: Tests of association
15. Multivariate statistical analysis
Appendix Measuring consumer utility
PART SEVEN: FORMULATING CONCLUSIONS AND WRITING THE FINAL REPORT
16. Communicating research results: Research report, oral presentation and follow up
Appendix A Comprehensive cases with computerised databases
Appendix B Statistical tables
Appendix C Codes of conduct of the Australian Market Research and Social Research Society