TY  - BOOK
AU  - Babin,Barry J.
TI  - Essentials of marketing research
SN  - 9781337693974
AV  - HF5415.2 .Z537 2019
U1  - 658.83 B11 2019 23
PY  - 2019///
CY  - Boston, Massachusetts, USA
PB  - Cengage Learning, Inc.
KW  - Marketing research
N1  - 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; CBA; Marketing Management
ER  -