Essentials of Marketing Research, 4th Edition
includes Qualtrics Card

William G. Zikmund - Oklahoma State University

Barry J. Babin - Louisiana Tech University

ISBN-10: 1439047545  ISBN-13: 9781439047545

456 Pages   Paperbound

© 2010     Published

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• Overview
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• About the Author
• |
• Table of Contents
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• Features
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• New to this Edition

Table of Contents

PART I: INTRODUCTION.
1. The Role of Marketing Research.
2. Information Systems and Knowledge Management.
3. The Marketing Research Process: An Overview.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
PART II: DESIGNING RESEARCH STUDIES.
5. Exploratory Research and Qualitative Analysis.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Experimental Research.
PART III: MEASUREMENT.
10. Measurement and Attitude Measurement.
11. Questionnaire Design.
PART IV: SAMPLING AND STATISTICAL THEORY.
12. Sampling Designs and Sampling Procedures.
13. Determination of Sample Size: A Review of Statistical Theory.
PART V: ANALYSIS AND REPORTING.
14. Basic Data Analysis.
15. Differences Between Groups and Relationships Among Variables.
16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.
PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Appendix: Statistical Tables.