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001			204765
005			20210414113939.0
008			990614s2000 txua b 001 0 eng
010			_a 99064502
020			_a0030262186
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.2 _b.Z54 2000
082	0	0	_a658.8/3 _221
100	1		_aZikmund, William G.
245	1	0	_aExploring marketing research. / _cWilliam G. Zikmund.
250			_a7th ed.
260			_aFort Worth : _bDryden Press, _cc2000.
300			_axxxiii, 812 p. : _bill. (some col.) ; _c29 cm.
440		4	_aThe Dryden Press series in marketing
504			_aIncludes bibliographical references (p. [797]-804) and index.
505			_aContents: 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.
650		0	_aMarketing research.
906			_a7 _bcbc _corignew _d2 _eopcn _f19 _gy-gencatlg
942			_2lcc _cBK
999			_c886 _d8386