AuthorZikmund, William G
TitleEssentials of marketing research / William G. Zikmund
Imprint Mason, OH : Thomson, c2007
Edition 3rd ed
Descript xvii, 414 p. : ill. ; 28 cm

CONTENT

Part 1: The role of marketing research -- Information systems and knowledge management -- The marketing research process: an overview -- The human side of marketing research: organzational and ethical issues -- Part 2: Designing research studies -- Qualitative and exploratory research tools -- Secondary data research in a digital age -- Survey research: an overview -- Observation -- Experimental research: an overview -- Part 3: Measurement and attitude scaling -- Questionnaire Design -- Part 4: Sampling and statistical theoty -- Sampling designs and sampling produces -- Determination of sample size: a review of statistical theory -- Part 5: Analysis and peporting -- Basic data analysis -- Differences between groups ans relationships among variables -- Communicating research results: research report, oral presentation and research follow-up -- Part 6: Comprehensive cases with computerized databases -- Appendix: Statistical tables -- Glossary of frequently used symbols -- Glossary -- Endnotes


SUBJECT

  1. Marketing research

LOCATIONCALL#STATUS
Chula Business School Library658.83 Z68E 2007 CHECK SHELVES