Babin, Barry J. creator Zikmund, William G. text ohu 2015 6th ed. monographic eng

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xvi, 494 p; 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 -- Barry J. Babin, William Zikmund. HF5415.2.B11(6e) 9781305263499 2015931012 DLC 150115 20211130133825.0 18450001 eng