Exploring Marketing Research

William G. Zikmund, Barry J. Babin

848 pages, parution le 15/10/2006 (9^eme édition)

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Résumé

See yourself as a manager of market research with Exploring Marketing Research, the modern, fascinating book that introduces you to the design, collection, analysis, and reporting of marketing research data. You'll explore all the facts and data relevant to a firm's current and future needs, and you'll quickly learn about traditional types of marketing research, such as designing questionnaires. The authors illustrate the usefulness of the latest technological developments that facilitate marketing research, including data collection devices, data analysis tools, and practical approaches to data analysis. With more emphasis on ethical and international issues relating to marketing research, this book is a valuable learning tool for anyone interested in marketing research and how it is used in modern business.

Sommaire

Introduction
- The Role of Marketing Research
- Information Systems and Knowledge Management
- The Marketing Research Process
- The Human Side of Marketing Research: Organizational and Ethical Issues
Beginning Stages of the Research Process
- Problem Definition and the Research Process
- Exploratory Research and Qualitative Analysis
- Secondary Data Research in a Digital Age
Research Designs for Collecting Primary Data
- Survey Research: An Overview
- Survey Research: Basic Methods of Communication with Respondents
- Observation
- Experimental Research: An Overview
- Test Marketing and Complex Experiments
Measurement Concepts
- Measurement
- Attitude Measurement
- Questionnaire Design
Sampling and Fieldwork
- Sampling Designs and Sampling Procedures
- Determination of Sample Size: A Review of Statistical Theory
- Fieldwork
Data Analysis and Presentation
- Editing and Coding: Transforming Raw Data into Information
- Basic Data Analysis: Descriptive Statistics
- Univariate Statistical Analysis
- Bivariate Statistical Analysis: Tests of Differences
- Bivariate Statistical Analysis: Measures of Association
- Multivariate Statistical Analysis
- Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
Comprehensive Cases with Computerized Databases

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson - South-Western
Auteur(s)	William G. Zikmund, Barry J. Babin
Parution	15/10/2006
Édition	9^eme édition
Nb. de pages	848
Format	22 x 27,5
Couverture	Broché
Poids	1350g
Intérieur	Noir et Blanc
EAN13	9780324539028
ISBN13	978-0-324-53902-8