Exploring marketing research / William G. Zikmund.
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TextPublication details: Australia ; [Cincinnati, Ohio] : Thomson/South-Western, c2003.Edition: 8th edDescription: xxi, 744 p. : chiefly col. ill. ; 28 cmISBN: - 0324181485
- HF5415.2 .Z54 2003
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Zetech Library - TRC General Stacks | Non-fiction | HF 5415.2 .Z54 2003 (Browse shelf(Opens below)) | C.1 | Available | Z007848 |
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| HF5415.2 .M393 2005 Sales forecasting management : | HF5415.2.T83 1980 Marketing research : | HF 5415.2 .Z54 2000 Exploring marketing research / | HF 5415.2 .Z54 2003 Exploring marketing research / | HF5415.2.Z54 2007 Marketing research / | HF5415.2.Z54 2007 Marketing research / | HF5415.2.Z54 2007 Marketing research / |
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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