TY  - BOOK
AU  - Zikmund,William G.
TI  - Exploring marketing research
SN  - 0324181485
SN  - 978032418
AV  - HF5415.2 .Z54 2003
PY  - 2003///
CY  - Australia, [Cincinnati, Ohio]
PB  - Thomson/South-Western
KW  - Marketing research
N1  - 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



ER  -