Exploring Marketing Research 10th Edition Zikmund Test Bank

Exploring Marketing Research 10th Edition Zikmund Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0324593767
• ISBN-13 ‏ : ‎ 978-0324593761
• Author: William G. Zikmund

EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

Table contents:

Part I: INTRODUCTION.

1. The Role of Marketing Research.

2. Information Systems and Knowledge Management.

3. The Marketing Research Process.

4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: BEGINNING STAGES OF THE RESEARCH PROCESS.

5. Problem Definition: Jump-Starting the Research Process.

6. Qualitative Research Tools.

7. Secondary Data Research in a Digital Age. Part III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA.

8. Survey Research: An Overview.

9. Survey Research: Basic Methods of Communication with Respondents.

10. Observation.

11. Experimental Research: An Overview.

12. Test-Markets and Experimental Design. Part IV: MEASUREMENT CONCEPTS.

13. Measurement.

14. Attitude Measurement.

15. Questionnaire Design. Part V: SAMPLING AND FIELDWORK.

16. Sampling Designs and Sampling Procedures.

17. Determination of Sample Size: A Review of Statistical Theory.

18. Fieldwork. Part VI: DATA ANALYSIS AND PRESENTATION.

19. Editing and Coding: Transforming Raw Data into Information.

20. Basic Data Analysis: Descriptive Statistics.

21. Univariate Statistical Analysis.

22. Bivariate Statistical Analysis: Differences Between Two Variables.

23. Bivariate Statistical Analysis: Measures of Association.

24. Introducing Multivariate Statistical Analysis.

25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables. Glossary of Frequently Used Symbols. Glossary – Endnotes.

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