Exploring Marketing Research (with WebSurveyor Certificate and InfoTrac)

by Zikmund, William G.

• ISBN13: 9780324181487
• ISBN10: 0324181485
• Edition: 8th
• Format: Hardcover
• Copyright: 2002-03-21
• Publisher: South-Western College Pub

Summary

Marketing research on the Internet has moved from the introductory stage of its product life to the growth stage in the 21st century. Technological developments and social diffusion of the Internet have and will continue to shape the future of marketing research dramatically. Exploring Marketing Research, 8e reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.

Table of Contents

Introduction

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Beginning Stages of the Research Process

Problem Definition: Jump-Starting the Research Process

Qualitative Research Tools

Secondary Data Research In a Digital Age

Research Designs for Collecting Primary Data

Survey Research: An Overview

Survey Research: Basic Methods of Communication with Respondents

Observation

Experimental Research: An Overview

Test Markets and Experimental Design

Measurement Concepts

Measurement

Attitude Measurement

Questionnaire Design

Question Wording and Measurement Scales for Commonly Researched Topics

Sampling and Fieldwork

Sampling Designs and Sampling Procedures

Determination of Sample Size: A Review of Statistical Theory

Fieldwork

Data Analysis and Presentation

Editing and Coding: Transforming Raw Data into Information

Basic Data Analysis: Descriptive Statistics

Univariate Statistical Analysis

Bivariate Statistical Analysis: Differences Between Two Variables

Manual Calculations of an F Statistic

Anova for Complex Experimental Designs

Bivarate Statistical Analysis: Measures of Association

Arithmetic Behind OLS

Introducing Multivariate Statistical Analysis

Getting Factor Results with SAS or SPSS

Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up

Comprehensive Cases with Computerized Databases

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