TY  - BOOK
AU  - Zikmund,William G.
TI  - Exploring marketing research.
SN  - 0030262186
AV  - HF5415.2 .Z54 2000
U1  - 658.8/3 21
PY  - 2000///
CY  - Fort Worth
PB  - Dryden Press
KW  - Marketing research
N1  - 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.
ER  -