02177cam a2200277 a 4500 204765 20210414113939.0 990614s2000 txua b 001 0 eng 99064502 0030262186 DLC DLC DLC HF5415.2 .Z54 2000 658.8/3 21 Zikmund, William G. 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 Includes bibliographical references (p. [797]-804) and index. 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. Marketing research. 7 cbc orignew 2 opcn 19 y-gencatlg lcc BK 886 8386 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z54 2188/12 2012-05-16 00:00:00 1 2012-05-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z541 2189/12 2012-05-16 00:00:00 2 2012-05-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z542 2190/12 2012-05-16 00:00:00 3 2012-05-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z543 2191/12 2012-05-16 00:00:00 4 2012-05-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z544 2192/12 2012-05-16 00:00:00 5 2012-05-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-16 0 HF5415.2 .Z545 2193/12 2012-05-16 00:00:00 6 2012-05-16 BK