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Essentials of marketing research. / Barry J. Babin, William Zikmund.

By: Contributor(s): Material type: TextPublisher: Boston: Cengage Learning, 2016Edition: 6th edDescription: xvi, 494 pContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781305263499
Subject(s):
LOC classification:
  • HF5415.2.B11(6e)
Contents:
Contents: 1. Introduction: The role of marketing research -- Harnessing big data into better decisions -- The marketing research process -- The human side of marketing research: organizational and ethical issues -- 2. Designing research studies: Qualitative research tools -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- 3. Measurement: Measurement and attitude scaling -- Questionnaire design -- 4.Sampling and statistical theory: Sampling designs and sampling procedures -- Big data basics: describing sample and populations -- 5. Analysis and reporting: Basics data analysis -- Testing for differences between groups and for predictive relationships -- Communicating research results -- 6. Comprehensive cases with computerized databases: Comprehensive cases --
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.2.B11(6e) (Browse shelf(Opens below)) Available K/1643/1643/19

Contents: 1. Introduction: The role of marketing research -- Harnessing big data into better decisions -- The marketing research process -- The human side of marketing research: organizational and ethical issues -- 2. Designing research studies: Qualitative research tools -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- 3. Measurement: Measurement and attitude scaling -- Questionnaire design -- 4.Sampling and statistical theory: Sampling designs and sampling procedures -- Big data basics: describing sample and populations -- 5. Analysis and reporting: Basics data analysis -- Testing for differences between groups and for predictive relationships -- Communicating research results -- 6. Comprehensive cases with computerized databases: Comprehensive cases --

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