Babin, Barry J., author.
Essentials of marketing research / Barry J. Babin. - Seventh edition. - Boston USA : Cengage, c2019. - xxii, 490 pages : color illustrations ; 27 cm
Includes bibliographical references and index.
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 5 - Qualitative research tools 6 - Secondary data research in a digital age 7 - Survey research 8 - Observation 9 - Conducting marketing experiments 10 - Measurement and attitude scaling 11 - Questionnaire design 12 - Sampling designs and sampling procedures 13 - Big data basics : describing samples and populations 14 - Basic data analysis 15 - Testing for differences between groups and for predictive relationships 16 - Communicating research results
ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.
In English text.
978-0-357-03393-7
Marketing research.
HF5415.2 / B33 2019
Essentials of marketing research / Barry J. Babin. - Seventh edition. - Boston USA : Cengage, c2019. - xxii, 490 pages : color illustrations ; 27 cm
Includes bibliographical references and index.
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 5 - Qualitative research tools 6 - Secondary data research in a digital age 7 - Survey research 8 - Observation 9 - Conducting marketing experiments 10 - Measurement and attitude scaling 11 - Questionnaire design 12 - Sampling designs and sampling procedures 13 - Big data basics : describing samples and populations 14 - Basic data analysis 15 - Testing for differences between groups and for predictive relationships 16 - Communicating research results
ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.
In English text.
978-0-357-03393-7
Marketing research.
HF5415.2 / B33 2019