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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.

The role of marketing research 1
Information systems and knowledge management 25
The marketing research process 48
The human side of marketing research: organizational and ethical issues 70
Problems definition and the research process 100
Exploratory research and qualitative analysis 119
Survey research: An overview 185
Survey research: Basic methods of communication with respondents 211
Observation 249
Experimental research: An overview 270
Measurement 323
Attitude Measurement 339
Questionnaire Design 364
Sampling Designs and sampling procedures 415
Determination of sample size: A review of statistical theory 445
Fieldwork 475
Editing and coding: Transforming raw data into information 499
Basic data analysis: Descriptive statistics 524
Uni variate statistical analysis 555
Bivariate statistical analysis: tests of differences 574
Bivariate statistical analysis: measures of association 607
Multivariate statistical analysis 631
Communicating research results: research report, oral presentation and research follow-up 651
Index 740




ISBN: 0324181485

ISSN: 9780324181487

Subjects--Topical Terms:
Marketing research.

LC Class. No.: HF5415.2 / .Z54 2003