Zikmund, William G. creator text bibliography txu Fort Worth Dryden Press c2000 2000 7th ed. monographic eng

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xxxiii, 812 p. : ill. (some col.) ; 29 cm. 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. William G. Zikmund. Includes bibliographical references (p. [797]-804) and index. Marketing research HF5415.2 .Z54 2000 658.8/3 0030262186 99064502 DLC 990614 20210414113939.0 204765