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 = $197.00 
 

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 = $21.75


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 = $21.75


Meet the Author

About the Author

William G. Zikmund

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.

Barry J. Babin

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.

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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