Essentials of Marketing Research 4th Edition by William Zikmund, Barry Babin 0324593759 9780324593754

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ISBN 10: 0324593759 

ISBN 13: 9780324593754

Author: William G. Zikmund, Barry J. Babin

Essentials of Marketing Research (4th Edition) by William Zikmund and Barry Babin is a widely acclaimed textbook designed to provide a comprehensive yet concise overview of marketing research principles, techniques, and applications. This edition balances theoretical concepts with practical examples to give readers an actionable understanding of how marketing research informs business decisions.

Essentials of Marketing Research 4th Table of contents:

Part 1: Introduction

1. The Role of Marketing Research
2. Information Systems and Knowledge Management
3. The Marketing Research Process
4. The Human Side of Marketing Research: Organizational and Ethical Issues

Part 2: Designing Research Studies
5. Qualitative Research
6. Secondary Data Research in a Digital Age
7. Survey Research
8. Observation
9. Conducting Marketing Experiments

Part 3: Measurement
10. Measurement and Attitude Scaling
11. Questionnaire Design

Part 4: Sampling and Statistical Theory
12. Sampling Designs and Sampling Procedures
13. Determination of Sample Size: A Review of Statistical Theory

Part 5: Analysis and Reporting
14. Basic Data Analysis
15. Testing for Differences Between Groups and for Relationships Among Variables
16. Communicating Research Results

Part 6: Comprehensive Cases with Computerized Databases

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William Zikmund,Barry Babin,Essentials,Marketing