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The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis.
In addition, this edition places more emphasis on ethical and international issues relating to marketing research. William G. Zikmund, Ph. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.
Barry J. Babin is currently Max P. Watson, Jr. He has won numerous honors for his research, including the Louis K. Berkman Distinguished Service Award. His expertise is in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His primary teaching specialities involve consumers and service quality, marketing research, and creative problem solving. The Role of Marketing Research.
Information Systems and Knowledge Management. The Marketing Research Process. Qualitative Research Tools. Secondary Data Research in a Digital Age.
Survey Research: An Overview. Experimental Research: An Overview. Test-Markets and Experimental Design. Attitude Measurement. Questionnaire Design. Sampling Designs and Sampling Procedures. Basic Data Analysis: Descriptive Statistics. Univariate Statistical Analysis.
Bivariate Statistical Analysis: Measures of Association. Introducing Multivariate Statistical Analysis. Appendix: Statistical Tables. Glossary of Frequently Used Symbols.
Glossary — Endnotes. All supplements have been updated in coordination with the Main title. Please see Main title page for new to this edition information. Contains valuable instructor resources on one easy-to-use CD-ROM: the Test Bank, ExamView Testing Software, the Instructor's Manual which includes comprehensive lecture outlines, solutions to all assignments, and case solutions , PowerPoint presentation slides, and data sets for cases.
Show your students marketing research in action as these dynamic video segments demonstrate leading marketing research techniques and skills in practice in business today. Zikmund Barry J.
Features Survey This! Feature - Students respond to an online questionnaire using Qualtrics software. The questionnaire involves students' opinions, activities, and interests regarding numerous everyday behaviors ranging from study habits to involvement with social networking. The resulting data are made available to instructors and students. In the early chapters, this feature is useful for critiquing the way questionnaires are constructed and how research hypotheses are addressed in a questionnaire.
In later chapters, students can use the data to respond to real research questions about other students. Students also get access to Qualtrics to design their own questionnaires. Tips of the Trade - Each chapter contains a useful list of important tips that correspond to the particular stage of the research process.
The Tips provide information addressing practical questions such as interview length, question wording, interviewer involvement, sample size requirements, and guides for data reliability and validity as well as useful tips for testing hypotheses using inferential statistics. New Chapter Vignettes--Each chapter opens with a story relevant to the material featured in that particular chapter.
Some of these vignettes involve famous brands and companies, so the reader may well be familiar with some of the topics. Other vignettes involve "slice of life" stories describing a businessperson's struggle to make smart decisions and demonstrate how research is intertwined with this struggle.
The ninth edition included all new vignettes and the tenth edition includes about a third new vignettes with updates to the others. A Simplified Approach and Style--The boxed material, chapter objectives, and end-of-chapter materials are now presented in a simplified form that allows greater focus on the truly important information. Boxed materials highlight Research Snapshots that cover ethical angles of research, provide illustrations of research in practice, and offer relevant tips or detailed examples.
The chapter learning objectives ensure an important coherence and structure to the chapters that culminate with the end-of-chapter materials. This deliberate approach has been taken to emphasize significant content material and issues, which will reinforce positive student learning outcomes. Moreover, this simplified approach continues into the analytical chapters, which now deemphasize statistical theory and detail and focus more on practical statistical application.
Increased Coverage on International Business Issues--The examples and illustrations make much greater use of international business. Readers of this book may end up working outside the United States or Canada, so the increased international examples will increase awareness of research issues beyond North America and open up domestic students to global dynamics.
This is a particularly important addition to the text since cultural and language barriers often present challenges for the researcher.
Greater Attention to Qualitative Research--More and more companies are benefitting from qualitative research. In response to this important phenomenon, Chapter 6 was rewritten previously in the ninth edition to focus more exclusively on qualitative research. Phenomenology, grounded theory, ethnography, and case study approaches are now all covered. Several other chapters now emphasize qualitative research to a greater extent.
For example, the Internet is not just a way of collecting quantitative data. Qualitative research is being dramatically changed by the Internet as consumers leave more and more artifactual data behind on social networking web sites, company chat rooms, blogs, twitters, and more. About the Author William G. Zikmund William G. Babin Barry J. Table of Contents Preface. New to this edition The Internet is revolutionizing information systems, ways of gathering secondary data, survey processes, sampling, questionnaire design, qualitative analysis, and communication of results.
Practically every chapter includes significant coverage of Internet-related topics, and most chapters also include review questions and activities that get students involved with the Internet in a relevant way. The "Survey This! This particular feature provides first-hand experience with the advantages and disadvantages of using online questionnaires. Additionally, students can then analyze data that they actually helped to provide. In addition to greater currency and attention given to the Internet, other key features added to the tenth edition include: Survey This!
Supplements All supplements have been updated in coordination with the Main title. SPSS Version
ISBN 13: 9781439078167
Exploring Marketing Research, 10th Edition