Exploring marketing research / William G. Zikmund, Barry J. Babin.
Material type:
TextPublication details: Australia ; Mason, OH : Cengage Learning, c2010.Edition: 10th edDescription: xxii, 714 p. : ill. ; 28 cmISBN: - 9780324788617
- 0324788614
- HF5415.2 .Z54 2010
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Includes access code for access to Qualtrics, a web-based survey tool(http://www.qualtrics.com/exploring).
Includes bibliographical references and index.
The role of marketing research--Beginning stages of research process--Research designs for collecting primary data--Measurement concepts--Sampling and field work--Data analysis and presentation--Comprehensive cases with computerized databases.
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