(EBook PDF) Marketing research 4th Edition by William Zikmund B0089A8OME full chapters

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ISBN-10 ‏ : ‎ B0089A8OME 

Author: William Zikmund

Don’t think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver’s seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company’s profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.

 

Marketing research 4th Table of contents:

Part 1: Introduction to the research process
1. The role of marketing research and the research process

Part 2: Defining the problem
2. Problem definition and the research process

Part 3: Planning the research design
3. Qualitative research
4. Secondary research with big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design

Part 4: Planning the sample
10. Sampling: Sample design and sample size

Part 5: Collecting the data
11. Editing and coding: Transforming raw data into information

Part 6: Analysing the data
12. Univariate statistical analysis: A recap of inferential statistics
13. Bivariate statistical analysis: Tests of differences
14. Bivariate statistical analysis: Tests of association
15. Multivariate statistical analysis

Part 7: Formulating conclusions and writing the final report
16. Communicating research results: Research report, oral presentation, and research follow-up

 

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