Essentials of marketing research
Author: Zikmund, William G. Publisher: Thomson, 2007.Language: EnglishDescription: 414 p. : Ill./Photos ; 27 p.ISBN: 0324320876Type of document: Book Bibliography/Index:
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Asia Campus Main Collection |
HF5415.2 .Z55 2007
(Browse shelf) 900185189 |
Available | 900185189 |
Digitized
Essentials of Marketing Research Essentials of Marketing Research Preface, xi PART 1 Introduction, I r. The Role of Marketing Research, 2 2. Information Systems and Knowledge Management, 23 3. The Marketing Research Process: An Overview, 40 g. The Human Side of Marketing Research: Organizational and Ethical Issues, 61 PART 2 Designing Research Studies, ECI 5. Qualitative and Exploratory Research Tools. 81 6. Secondary Data Research in a Digital Age, 103 7. Survey Research: An Overview, 126 8. Observation, 160 9 Experimental Research: An Overview, 175 . PART 3 Measurement, ZlJU so. Measurement and Attitude Scaling, 201 la. Questionnaire Design, 229 PART 4 Sampling end Statistical Theory, 264 u. Sampling Designs and Sampling Procedures. 265 1 . Determination of Sample Size: A Review of StatisticalTheory. 288 3 PART 5 Analysis and Reporting, 3 8 1 1 4 Basic Data Analysis, 319 15. Differences Between Groups and Relationships Among Variables, 345 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up, 374 PART 6 Comprahensive Ceses with Computerized Databases, 386 Appendix: Statistical Tables, 390 Glossary, 397 Endnotes. 405 Index, 411 Glossary of Frequently Used Symbols, 396
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