TY  - BOOK
AU  - Babin,Barry J.
AU  - 
TI  - Essentials of marketing research.
SN  - 9781305263499
AV  - HF5415.2.B11(6e) 
PY  - 2016///
CY  - Boston
PB  - Cengage Learning
KW  - Marketing research
N1  - 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 --
ER  -