Babin, Barry J. <br/><br/>
Essentials of marketing research. / 
Barry J. Babin, William Zikmund. 
 - 6th ed. 
 - xvi, 494 p; 
<br/><br/>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 --     
<br/><br/><label>ISBN: </label>9781305263499 
<br/><br/><label>LCCN: </label>2015931012 
<br/><br/><label>Subjects--Topical Terms: </label>
<br/><br/><label>LC Class. No.: </label>HF5415.2.B11(6e)