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Essentials of Marketing Research By William G. Zikmund

Essentials of Marketing Research by William G. Zikmund

Condition - Very Good
$25.99
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Summary

This work is designed specifically for the marketing research classes where a more concise introduction to marketing research topics is desired. The book also includes material on technology with a special emphasis on Web resources.

Essentials of Marketing Research Summary

Essentials of Marketing Research by William G. Zikmund

This work is designed specifically for the marketing research classes where a more concise introduction to marketing research topics is desired. The book also includes material on technology with a special emphasis on Web resources. Intended primarily for undergraduates, this text emphasizes issues such as total quality management and global marketing research, integrating both topics throughout the text.

Table of Contents

Part I: introduction; the role of marketing research; global information systems and the Internet; the marketing research process - an overview; the human side of marketing research - organizational and ethical issues. Part II: designing research studies; exploratory research and qualitative analysis; secondary data research in a digital age; survey research; observation; experimental research - an overview. Part III: measurement; measurement and aptitude scaling; questionnaire design. Part IV: sampling and fieldwork; sampling designs and sampling procedures; determinations of sample size - a review of statistical theory; basic data analysis; bivariate statistical analysis - tests of difference; communicating research results - research report, oral presentation and research follow-up.

Additional information

GOR009577369
9780030243561
0030243564
Essentials of Marketing Research by William G. Zikmund
Used - Very Good
Paperback
Cengage Learning, Inc
1998-07-13
464
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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