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(eBook PDF) Essentials of Marketing Research 7th Edition

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Product details:

  • ISBN-10 ‏ : ‎ 0357033930
  • ISBN-13 ‏ : ‎ 978-0357033937
  • Author: Barry J. Babin 

Table contents:

  1. The role of marketing research
  2. Data mining procedures and knowledge systems
  3. The marketing research process
  4. The human side of marketing research: organizational and ethical issues
  5. Qualitative research
  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. Reviewing statistical theory and determining sample size
  14. Basic data analysis
  15. Testing for differences between groups and for relationships among variables
  16. Communicating research results
  17. Say it ain’t so! Is this the real thing?
  18. TABH, INC., Automotive Consulting
  19. Knowing the way

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