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Essentials of Marketing Research 6th Edition

Barry J. Babin | William G. Zikmund

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  • ISBN-10: 1305843258
  • ISBN-13: 9781305843257
  • STARTING AT $35.99

  • STARTING AT $156.99

  • ISBN-10: 1305263472
  • ISBN-13: 9781305263475
  • Bookstore Wholesale Price $187.25
  • RETAIL $248.95

Overview

ESSENTIALS OF MARKETING RESEARCH, 6th Edition, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. This edition features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

Barry J. Babin, Louisiana Tech University

Barry J. Babin has authored over 70 research publications in some of the most prestigious research periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others. Babin is currently Max P. Watson, Jr., Professor of Business and chair of the department of marketing and analysis at Louisiana Tech University. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research, and the Academy of Marketing Science’s Harold W. Berkman Distinguished Service Award. He is a former president of the Academy of Marketing Sciences and the Society of Marketing Advances, and he currently serves the marketing editor for the JOURNAL OF BUSINESS RESEARCH. Babin’s research focuses on the effect of the service environment in creating value for employees and customers. His expertise is in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, New Zealand, South Africa, Canada, Sweden, and the United Kingdom.

William G. Zikmund, Oklahoma State University

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.
  • Strong coverage of qualitative research is included to reflect the growing importance of phenomenology, grounded theory, ethnography, case study approaches, and qualitative Internet research, including artifactual data collected on social networking web sites, company chat rooms, blogs, Twitter, and more.
  • Survey This! features invite students respond to online questionnaires using Qualtrics software, providing firsthand exposure to survey construction and the ways research hypotheses are addressed, as well as opportunities to use real survey data to answer research questions. Students also get access to Qualtrics to design their own questionnaires.
  • Each chapter contains a Tips of the Trade feature with advice related to the current stage of the research process. Tips address practical considerations such as interview length, question wording, interviewer involvement, sample size requirements, guides for data reliability and validity, and testing hypotheses using inferential statistics.
  • Boxed material, chapter objectives, and end-of-chapter materials are presented in a simple, engaging form that allows students to focus on important information. Highlights include Research Snapshots that provide detailed examples of real marketing research and explore its ethical aspects, learning objectives to help guide reading and study, and a focus on practical statistical applications rather than intensive statistical theory.
  • JMP software from SAS Institute is an easy to use, point-and-click, data analysis and visualization software for Windows and Mac. Used by many leading consumer products companies across the globe, 24-month access of JMP Student Edition is included with every new copy of Babin and Zikmund. For more information, visit www.jmp.com/se.

Essentials of Marketing Research

TABLE OF CONTENTS

Part 1: 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 Population.
Park V: BASIC DATA ANALYTICS.
14. Basic Data Analysis.
15. Testing for Differences between Groups and for Predictive Relationships.
16. Communicating Research Results.
Part VI: MARKETING ANALYTICS TOOLS.
17. Beyond the Basics in Basic Data Analysis.
18. Advanced Topics in Linear Analytics.
19. Testing Hypotheses with GLM Procedures.
20. Introducing Multivariate Data Analysis.
21. Multivariate Data Analysis: Analytics with Interdependence Techniques.
22. Primer on Structural Equations Modeling.
Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Comprehensive Cases
Appendix: Statistical Tables.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR INSTRUCTORS

Instructor's Companion Website

ISBN: 9781305263758
This robust website offers numerous resources to help maximize student success, including test banks, PowerPoint lecture slides, an interactive quiz, data sets, and the instructor’s manual.

Cengage Learning Testing, powered by Cognero® Instant Access

ISBN: 9781305263772
Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!