Marketing research (Book, 2020) []
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Marketing research

Marketing research

Author: William G Zikmund; Ben Lowe; Hume Winzar; Steven D'Alessandro; Barry J Babin
Publisher: South Melbourne, Victoria : Cengage Learning, 2020. ©2020
Edition/Format:   Print book : English : Fifth edition.; Global editionView all editions and formats

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Genre/Form: Textbooks
Document Type: Book
All Authors / Contributors: William G Zikmund; Ben Lowe; Hume Winzar; Steven D'Alessandro; Barry J Babin
ISBN: 9780170438964 0170438961
OCLC Number: 1180195407
Notes: Includes index.
Description: xxv, 622 pages : colour illustrations ; 26 cm
Contents: Part 1: Introduction to the research process1. The role of marketing research and the research processPart 2: Defining the problem2. Problem definition and the research processPart 3: Planning the research design3. Qualitative research4. Secondary research and big data5. Survey research6. Observation7. Experimental research and test marketing8. Measurement9. Questionnaire designPart 4: Planning the sample10. Sampling: sample design and sample sizePart 5: Collecting the data11. Data preparationPart 6: Analysing the data12. Univariate statistical analysis: a recap of inferential statistics13. Bivariate statistical analysis: tests of differences14. Bivariate statistical analysis: tests of association15. Multivariate statistical analysisPart 7: Formulating conclusions and writing the final report16. Communicating research results: research report, oral presentation and research follow-up
Responsibility: William Zikmund, William Zikmund, Ben Lowe, Hume Winzar, Steve D'Alessandro, Barry Babin.


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