Exploring marketing research. / William G. Zikmund.
Material type: TextSeries: The Dryden Press series in marketingPublisher: Fort Worth : Dryden Press, c2000Edition: 7th edDescription: xxxiii, 812 p. : ill. (some col.) ; 29 cmISBN: 0030262186Subject(s): Marketing researchDDC classification: 658.8/3 LOC classification: HF5415.2 | .Z54 2000Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z54 (Browse shelf) | 1 | Available | 2188/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z541 (Browse shelf) | 2 | Available | 2189/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z542 (Browse shelf) | 3 | Available | 2190/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z543 (Browse shelf) | 4 | Available | 2191/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z544 (Browse shelf) | 5 | Available | 2192/12 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2 .Z545 (Browse shelf) | 6 | Available | 2193/12 |
Includes bibliographical references (p. [797]-804) and index.
Contents: Introduction: The Role of marketing research -- Information systems and knowledge management -- The Marketing research process -- The Human side of marketing research -- Beginning stages of 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 -- Survervey research: basic methods of communication with respondents -- Observation -- Experimental research -- Test marketing and complex experiments -- Measurement concepts: Measurement -- Attitude measurement -- Questionnaire design -- Sampling designs and procedures -- Determination of sample size -- Fieldwork -- Data analysis and presentation: Editing and coding: transforming raw data into information -- Basic data analysis: descriptive statistics -- Univariate statistical analysis -- Bivariate statistical analysis: test of differences -- Bivariate statistical analysis: measures of association -- Multivariate statistical analysis -- Communicating research results: research reports, oral presentation and research follow-up -- Comprehensive cases with computerized databases -- Video research projects -- Appendix A: Statistical tables.
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