Exploring Marketing Research, 9th Edition

  • William G. Zikmund Oklahoma State University
  • Barry J. Babin Louisiana Tech University
  • ISBN-10: 0324320884
  • ISBN-13: 9780324320886
  • 848 Pages Hardcover 
  • Previous Editions: 2003
  • © 2007 | Published
  • College Bookstore Wholesale Price = $192.75 
 

About The Solution

Overview

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.


Additional Product Information

Table of Contents

Part 1: INTRODUCTION.
1: The Role of Marketing Research.
2: Information Systems and Knowledge Management.
3: The Marketing Research Process.
4: The Human Side of Marketing Research: Organizational and Ethical Issues
Part 2: BEGINNING STAGES OF THE RESEARCH PROCESS.
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.
Appendix 15A: Question Wording and Measurement Scales for Commonly Researched Topics.
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.
22: Bivariate Statistical Analysis: Differences Between Two Variables.
22A: Manual Calculations of an F Statistic.
22B: ANOVA for Complex Experimental Designs.
23: Bivarate Statistical Analysis: Measures of Association.
Appendix 23A: Arithmetic Behind OLS.
24: Introducing Multivariate Statistical Analysis.
Appendix 24A: Getting Factor Results with SAS or SPSS.
25: Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.
Part 7: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.

Supplements

Instructor Supplements

Instructor Supplements

All supplements have been updated in coordination with the main title. Select the main title’s "About the Solution" tab, then select "What's New" for updates specific to title's edition. For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor's Resource CD-ROM  (ISBN-10: 0324360975 | ISBN-13: 9780324360974)

The Instructor's Resource CD-ROM contains valuable instructor resources on one easy-to-use CD-ROM: the Test Bank, ExamView Testing Software, the Instructor's Manual, PowerPoint presentation slides, and data sets for cases.


Video (DVD)  (ISBN-10: 0324539045 | ISBN-13: 9780324539042)

The Comprehensive Video Library introduces students to marketing research challenges in a variety of interesting businesses. Video cases in this expanded library guide students through problem analysis, problem solving, and application of chapter concepts. Suggested solutions and teaching notes for the video cases are included in the Instructor's Manual.


SPSS Statistical Software 14.0  (ISBN-10: 0324537417 | ISBN-13: 9780324537413)

Have your students use the newest version of this powerful software from SPSS, SPSS 14.0 Student version allows analysis of the variables and statistical techniques covered in the book. Select cases in the text contain downloadable SPSS data sets to work with. SPSS 14.0 is available as an optional bundle with the new edition.

List Price = $28.95  | College Bookstore Wholesale Price = $21.25


Student Supplements

Student Supplements

All supplements have been updated in coordination with the main title. Select the main title’s "About the Solution" tab, then select "What's New" for updates specific to title's edition. For more information about these supplements, or to obtain them, contact your Learning Consultant.

SPSS Statistical Software 14.0  (ISBN-10: 0324537417 | ISBN-13: 9780324537413)

Have your students use the newest version of this powerful software from SPSS, SPSS 14.0 Student version allows analysis of the variables and statistical techniques covered in the book. Select cases in the text contain downloadable SPSS data sets to work with. SPSS 14.0 is available as an optional bundle with the new edition.

List Price = $28.95  | College Bookstore Wholesale Price = $21.25


Meet the Author

About the Author

William G. Zikmund

A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University and died shortly after completing the eighth edition. He received a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Before beginning his academic career, Professor Zikmund worked in marketing research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). Professor Zikmund also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Exploring Marketing Research, Professor Zikmund authored Essentials of Marketing Research, Business Research Methods, Marketing, Effective Marketing, and 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.

Barry J. Babin

In addition to coauthoring four textbooks, Barry Babin has published over 70 research publications in prestigious periodicals such as 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. Dr. Babin also has won numerous honors for his research, including the University of Southern Mississippi Louis K. Brandt Faculty Research Award (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, and the 1997 Omerre DeSerres Award for Outstanding Contributions to Retail and Service Environment Research. His research focuses on the effect of the service environment on employees and customers, and his expertise lies in building successful outcomes that support long-lasting, mutually beneficial relationships with employees and customers. He also has expertise in encouraging creativity in the workplace and in wine marketing. Dr. Babin's primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving, and he is a popular and frequent international presenter, having lectured in Australia, South Korea, France, Germany, Canada, and the United Kingdom. Dr. Babin is current president of the Academy of Marketing Sciences, former president of the Society of Marketing Advances, and marketing editor for the Journal of Business Research.

Reviews

Customer Reviews

"An excellent text for first-time marketing research instructors who need a solid foundation for developing a new course prep."
— Michael R. Hyman, New Mexico State University

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