000			01716cam a22003255i 4500
001			18450001
003			OSt
005			20211130133825.0
008			150115s2015 ohu 000 0 eng
010			_a 2015931012
020			_a9781305263499
040			_aDLC _beng _erda _cLC
042			_apcc
050			_aHF5415.2.B11(6e)
100	1		_aBabin, Barry J.
245	1	0	_aEssentials of marketing research. / _cBarry J. Babin, William Zikmund.
250			_a6th ed.
263			_a1503
264		1	_aBoston: _bCengage Learning, _c2016.
300			_axvi, 494 p;
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
505			_aContents: 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 --
650			_2Marketing research
700			_qZikmund, William G.
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8166 _d15666