Essentials of marketing research /
Babin, Barry J.,
Essentials of marketing research / Barry J. Babin, Louisiana Tech University. - Seventh edition. - xxii, 490 pages : color illustrations ; 28 cm
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
Text in English
9781337693974 9780357033937 (pbk)
2018941314
Marketing research.
HF5415.2 / .Z537 2019
658.83 B11 2019
Essentials of marketing research / Barry J. Babin, Louisiana Tech University. - Seventh edition. - xxii, 490 pages : color illustrations ; 28 cm
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
Text in English
9781337693974 9780357033937 (pbk)
2018941314
Marketing research.
HF5415.2 / .Z537 2019
658.83 B11 2019
