000			01703cam a22001814a 4500
999			_c666 _d666
020			_a0324181485
022			_a9780324181487
050	0	0	_aHF5415.2 _b.Z54 2003
100	1		_aZikmund, William G.
245	1	0	_aExploring marketing research / _cWilliam G. Zikmund.
250			_a8th ed.
260			_aAustralia ; _a[Cincinnati, Ohio] : _bThomson/South-Western, _cc2003.
300			_axxi, 744 p. : _bchiefly col. ill. ; _c28 cm.
500			_aVarious multi-media instructional materials, including a web site, are available to supplement the text.
505			_aThe 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
650		0	_aMarketing research.
942			_cBK