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Marketing Research, 3rd Edition

by: William Zikmund | Steve D'Alessandro (formerly Ward) | Hume Winzar | Ben Lowe | Barry J. Babin

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Retail Price: $149.95

Publisher: Cengage Learning,10.09.13

Category: MARKETING Level: B/I/A

ISBN: 0170236021
ISBN13: 9780170236027

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Institution: ICMS (International College Of Management, Sydney)
Course: MMM320 | Applied market research
ICMS - September 2016

Institution: Australian Catholic University - Mackillop (North Sydney) - First Semester 1501
Course:MKTG200 | MKTG200 (Marketing Research)

Institution: Curtin University - Sydney - 2014 2nd Semester
Course Code: 9807
Subject: Marketing Research 200

Marketing Research 3rd Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.
Combing a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text.

Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of Marketing Research integrates Qualtrics: a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and EXCEL outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies.

This text is indispensible for students studying marketing research in any business or marketing course.

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

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

Part three: Planning the research design
3. Qualitative research
4. Digital research using secondary data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design

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

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

Part six: 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
Appendix 15 A Measuring consumer utility

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