Exploring marketing research / William G. Zikmund.
Material type: TextPublication details: Australia ; [Cincinnati, Ohio] : Thomson/South-Western, c2007.Edition: 9th edDescription: xxi, 698 p. : chiefly col. ill. ; 28 cmISBN:- 0324320884
- HF5415.2 .Z54 2007
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Various multi-media instructional materials, including a web site, are available to supplement the text.
Includes bibliographical references and index.
Introduction -- Beginning stages of the research process -- Research designs for collecting primary data -- Measurement concepts -- Sampling and fieldwork -- Data analysis and presentation -- Comprehensive cases with computerized databases.
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