Exploring Market Research (The Dryden Press Series in Marketing)

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9780030262180: Exploring Market Research (The Dryden Press Series in Marketing)

This comprehensive, practical, and extremely student-friendly market leader offers the most up-to-date coverage of the current marketing research issues available. Intended primarily for undergraduates, this best-seller emphasizes such important issues as total quality management and global marketing research, integrating both topics throughout the text.

This comprehensive, practical, and extremely student-friendly market leader offers the most up-to-date coverage of the current marketing research issues available. Intended primarily for undergraduates, this best-seller emphasizes such important issues as total quality management and global marketing research, integrating both topics throughout the text.

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This comprehensive, practical, and extremely student-friendly market leader offers the most up-to-date coverage of the current marketing research issues available. Intended primarily for undergraduates, this best-seller emphasizes such important issues as total quality management and global marketing research, integrating both topics throughout the text.

Review:

Preface. PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: BEGINNING STAGES OF THE RESEARCH PROCESS. 5. Problem Definition: Jump-Starting the Research Process. 6. Qualitative Research Tools. 7. Secondary Data Research in a Digital Age. PART III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA. 8. Survey Research: An Overview. 9. Survey Research: Basic Methods of Communication with Respondents. 10. Observation. 11. Experimental Research: An Overview. 12. Test-Markets and Experimental Design. PART IV: MEASUREMENT CONCEPTS. 13. Measurement. 14. Attitude Measurement. 15. Questionnaire Design. PART V: SAMPLING AND FIELDWORK. 16. Sampling Designs and Sampling Procedures. 17. Determination of Sample Size: A Review of Statistical Theory. 18. Fieldwork. PART VI: DATA ANALYSIS AND PRESENTATION. 19. Editing and Coding: Transforming Raw Data into Information. 20. Basic Data Analysis: Descriptive Statistics. 21. Univariate Statistical Analysis. 22. Bivariate Statistical Analysis: Differences Between Two Variables. 23. Bivariate Statistical Analysis: Measures of Association. 24. Introducing Multivariate Statistical Analysis. 25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables. Glossary of Frequently Used Symbols. Glossary u Endnotes.

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Zikmund, William G.
Published by Harcourt College Pub, Orlando, FL (1999)
ISBN 10: 0030262186 ISBN 13: 9780030262180
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Book Description Harcourt College Pub, Orlando, FL, 1999. Hardcover. Book Condition: New. 7th Edition. Brand new still in shrink wrap. Multiple copies available this title. Quantity Available: 2. Category: Business, Finance & Marketing; Psychology & Psychiatry. ISBN: 0030262186. ISBN/EAN: 9780030262180. Pictures of this item not already displayed here available upon request. Inventory No: 1560723669. Bookseller Inventory # 1560723669

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