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Exploring Marketing Research (with Qualtrics Printed Access Card) by William G. Zikmund and Barry J. Babin (2015, Hardcover / Mixed Media, Revised edition)

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.

Author
Barry J. Babin, William G. Zikmund
Publication Name
Exploring Marketing Research (With Qualtrics Printed ACCESS Card)
Format
Hardcover
Language
English
Features
Revised
Publication Year
2015
Type
Textbook
Number of Pages
656 Pages

Lc Classification Number
Hf5415.2.Z54 2015
Edition Description
Revised Edition
Edition Number
11
Table of Content
Part I: INTRODUCTION.1. The Role of Marketing Research.2. Harnessing Big Data into Better Decisions.3. The Marketing Research Process.4. The Human Side of Marketing Research: Organizational and Ethical Issues.Part II: DESIGNING RESEARCH STUDIES.5. Qualitative Research Tools.6. Secondary Data Research in a Digital Age.7. Survey Research.8. Observation.9. Conducting Marketing Experiments.Part III: MEASUREMENT.10. Measurement and Attitude Scaling.11. Questionnaire Design.Part IV: SAMPLING AND STATISTICAL THEORY.12. Sampling Designs and Sampling Procedures.13. Big Data Basics: Describing Samples and Population.Park V: BASIC DATA ANALYTICS.14. Basic Data Analysis.15. Testing for Differences between Groups and for Predictive Relationships.16. Communicating Research Results.Part VI: MARKETING ANALYTICS TOOLS.17. Beyond the Basics in Basic Data Analysis.18. Advanced Topics in Linear Analytics.19. Testing Hypotheses with GLM Procedures.20. Introducing Multivariate Data Analysis.21. Multivariate Data Analysis: Analytics with Interdependence Techniques.22. Primer on Structural Equations Modeling.Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.Comprehensive CasesAppendix: Statistical Tables.
Copyright Date
2016
Target Audience
College Audience
Topic
Marketing / General, Marketing / Research
Dewey Decimal
658.83
Dewey Edition
23
Genre
Business & Economics

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