| Description |
xxii, 674 pages : illustrations ; 29 cm |
| Contents |
Machine derived contents note: PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process: An Overview. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 11. Questionnaire Design. PART IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. PART V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables |
| Summary |
"Business Research Methods, 8e by Zikmund/Babin/Carr/Griffin teaches you the practice of business marketing research. The text focuses on traditional business research methods as well as on the use of the Internet to conduct business research - including research information systems, secondary data gathering, survey design, sample selection, Web traffic monitoring, and many more topics."--Back cover |
| Notes |
Includes bibliographical references and index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Business -- Research.
|
|
Management -- Research.
|
| Author |
Zikmund, William G.
Business research methods
|
| LC no. |
2009926309 |
| ISBN |
0324320620 |
|
1439080674 |
|
9780324320626 |
|
9781439080672 |
|
