Exploring marketing research
"EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection d…
Read More ↓Title Statements
- Full title :Exploring marketing research / Barry J. Babin, William G. Zikmund.
Summary
"EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research."--Provided by publisher.
Read More ↓Edition Statements
- Publication Date:©2016
- Edition:Eleventh edition
Publication Statements
- Publisher(s):Cengage Learning
- Place of Publication:Boston, MA
- Language:eng
- Publication Date:©2016
Notes
Previous edition: 2010, first author, William G. Zikmund.
Includes Internet access.
The Physical Object
- Description:xxix, 622 pages : : color illustrations ; : 29 cm
Edition Identifiers
- ISBN:9781305263529, 1305263529
- oclc:ocn920833781
- LC Classification:HF5415.2
- Dewey Decimal:658.83
Table of Contents
Part One. Introduction -- Part Two. Designing research studies -- Part Three. Measurement -- Part Four. Sampling and statistical theory -- Part Five. Basic data analytics tools -- Part Six. Marketing analytics tools -- Part Seven. Comprehensive cases with computerized databases.
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