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Essentials of marketing research / Barry J. Babin, Louisiana Tech University.

By: Publisher: Boston, Massachusetts, USA : Cengage Learning, Inc., ©2019Edition: Seventh editionDescription: xxii, 490 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781337693974
  • 9780357033937 (pbk)
Subject(s): DDC classification:
  • 23 658.83 B11 2019
LOC classification:
  • HF5415.2 .Z537 2019
Contents:
The role of marketing research -- Data mining procedures and knowledge systems -- The marketing research process -- The human side of marketing research: organizational and ethical issues -- Qualitative research -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- Measurement and attitude scaling -- Questionnaire design -- Sampling designs and sampling procedures -- Reviewing statistical theory and determining sample size -- Basic data analysis -- Testing for differences between groups and for relationships among variables -- Communicating research results -- Say it ain't so! Is this the real thing? -- TABH, INC., Automotive Consulting -- Knowing the way.
Part 1: 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 Populations.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.
Holdings
Item type Current library Collection Call number Status Barcode
Books Books College Library General Circulation Section GC GC 658.83 B11 2019 (Browse shelf(Opens below)) Available HNU001178

Earlier edition entered under: William G. Zikmund.

Includes bibliographical references (pages 475-482) and index.

The role of marketing research --
Data mining procedures and knowledge systems --
The marketing research process --
The human side of marketing research: organizational and ethical issues --
Qualitative research --
Secondary data research in a digital age --
Survey research --
Observation --
Conducting marketing experiments --
Measurement and attitude scaling --
Questionnaire design --
Sampling designs and sampling procedures --
Reviewing statistical theory and determining sample size --
Basic data analysis --
Testing for differences between groups and for relationships among variables --
Communicating research results --
Say it ain't so! Is this the real thing? --
TABH, INC., Automotive Consulting --
Knowing the way.

Part 1: 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 Populations.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.

College of Business and Accountancy Marketing Management

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