Zikmund, William G.
Exploring marketing research. / William G. Zikmund. - 8th ed. - Australia ; [Cincinnati, Ohio] : Thomson/South-Western, c2003. - xxi, 744 p. : chiefly col. ill. ; 28 cm.
Various multi-media instructional materials, including a web site, are available to supplement the text.
Includes bibliographical references and index.
Contents: Introduction -- Beginning stages of the research process -- Research designs for collecting primary data -- Measurement concepts -- Sampling and fieldwork -- Data analysis and presentation -- Comprehensive cases with computerized databases.
0324181485
2002022369
Marketing research.
HF5415.2.Z54
658.8/3
Exploring marketing research. / William G. Zikmund. - 8th ed. - Australia ; [Cincinnati, Ohio] : Thomson/South-Western, c2003. - xxi, 744 p. : chiefly col. ill. ; 28 cm.
Various multi-media instructional materials, including a web site, are available to supplement the text.
Includes bibliographical references and index.
Contents: Introduction -- Beginning stages of the research process -- Research designs for collecting primary data -- Measurement concepts -- Sampling and fieldwork -- Data analysis and presentation -- Comprehensive cases with computerized databases.
0324181485
2002022369
Marketing research.
HF5415.2.Z54
658.8/3