000 03408cam a2200409 i 4500
999 _c36693
_d36693
001 20452415
003 OSt
005 20200326104201.0
007 ta
008 180413s2019 maua b 001 0 eng
010 _a 2018941314
020 _a9781337693974
_q(Soft-cover Edition)
020 _a9780357033937 (pbk)
040 _aDLC
_beng
_erda
_cHNU
042 _apcc
050 0 0 _aHF5415.2
_b.Z537 2019
082 _223
_3GC
_a658.83 B11 2019
100 1 _aBabin, Barry J.,
_eauthor.
245 1 0 _aEssentials of marketing research /
_cBarry J. Babin, Louisiana Tech University.
250 _aSeventh edition.
264 1 _aBoston, Massachusetts, USA :
_bCengage Learning, Inc.,
_c©2019.
300 _axxii, 490 pages :
_bcolor illustrations ;
_c28 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aEarlier edition entered under: William G. Zikmund.
504 _aIncludes bibliographical references (pages 475-482) and index.
505 _aThe 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.
505 _aPart 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.
521 _aCBA
_bMarketing Management
546 _aText in English
650 0 _aMarketing research.
906 _a7
_bcbc
_corignew
_d2
_eepcn
_f20
_gy-gencatlg
942 _2ddc
_cBK
_h600-699