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Essentials of Marketing Research by Barry J. Babin (2018, Trade Paperback)
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About this product
Product Identifiers
PublisherCengage Learning
ISBN-100357033930
ISBN-139780357033937
eBay Product ID (ePID)14038283455
Product Key Features
Number of PagesXxii, 490 Pages
Publication NameEssentials of Marketing Research
LanguageEnglish
Publication Year2018
SubjectMarketing / General, Marketing / Research
TypeTextbook
AuthorBarry J. Babin
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height10.9 in
Item Weight37.6 Oz
Item Length1.1 in
Item Width8.5 in
Additional Product Features
Edition Number7
Intended AudienceCollege Audience
LCCN2018-941314
Dewey Edition23
IllustratedYes
Dewey Decimal658.8/3
Table Of ContentPart 1: INTRODUCTION.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.Part II: DESIGNING RESEARCH STUDIES.5. Qualitative Research Tools.6. Secondary Data Research in a Digital Age.7. Survey Research.8. Observation.9. Conducting Marketing Experiments.Part III: MEASUREMENT.10. Measurement and Attitude Scaling.11. Questionnaire Design.Part IV: SAMPLING AND STATISTICAL THEORY.12. Sampling Designs and Sampling Procedures.13. Big Data Basics: Describing Samples and Populations.Park V: BASIC DATA ANALYTICS.14. Basic Data Analysis.15. Testing for Differences between Groups and for Predictive Relationships.16. Communicating Research Results.Part VI: MARKETING ANALYTICS TOOLS.17. Beyond the Basics in Basic Data Analysis.18. Advanced Topics in Linear Analytics.19. Testing Hypotheses with GLM Procedures.20. Introducing Multivariate Data Analysis.21. Multivariate Data Analysis: Analytics with Interdependence Techniques.22. Primer on Structural Equations Modeling.Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.Comprehensive CasesAppendix: Statistical Tables.
SynopsisESSENTIALS 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., PRODUCT ONLY AVAILABLE WITHIN CENGAGE UNLIMITED. 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.
LC Classification NumberHF5415.2.Z537 2019
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