Zikmund, William G. <br/><br/>
Exploring marketing research. / 
William G. Zikmund. 
 - 7th ed. 
 - Fort Worth :  Dryden Press,  c2000. 
 - xxxiii, 812 p. :  ill. (some col.) ;  29 cm. 
 - The Dryden Press series in marketing .
<br/><br/>Includes bibliographical references (p. [797]-804) and index. 
<br/><br/>Contents: Introduction: The Role of marketing research -- Information systems and knowledge management -- The Marketing research process -- The Human side of marketing research -- Beginning stages of the research process -- Exploratory research and qualitative analysis -- Secondary data research in a digital age -- Research designs for collecting primary data: Survey research: an overview -- Survervey research: basic methods of communication with respondents -- Observation -- Experimental research -- Test marketing and complex experiments -- Measurement concepts: Measurement -- Attitude measurement -- Questionnaire design -- Sampling designs and procedures -- Determination of sample size -- Fieldwork -- Data analysis and presentation: Editing and coding: transforming raw data into information -- Basic data analysis: descriptive statistics -- Univariate statistical analysis -- Bivariate statistical analysis: test of differences -- Bivariate statistical analysis: measures of association -- Multivariate statistical analysis -- Communicating research results: research reports, oral presentation and research follow-up -- Comprehensive cases with computerized databases -- Video research projects -- Appendix A: Statistical tables.  
<br/><br/><label>ISBN: </label>0030262186 
<br/><br/><label>LCCN: </label>99064502  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .Z54 2000 
<br/><br/><label>Dewey Class. No.: </label>658.8/3