Effective Marketing Research In Canada

Hardcover | March 8, 2007

byWilliam G. Zikmund, H Onur Bodur

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Effective Marketing Research in Canada reflects the astonishing changes in information technology that have taken place in the last few years. While the book's primary focus is on time-honoured, traditional marketing research methods, its authors have worked diligently and carefully to make this a book that reflects the practice of marketing research in our digital age.

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Effective Marketing Research in Canada reflects the astonishing changes in information technology that have taken place in the last few years. While the book's primary focus is on time-honoured, traditional marketing research methods, its authors have worked diligently and carefully to make this a book that reflects the practice of ma...

Format:HardcoverDimensions:560 pages, 11.2 × 8.8 × 1 inPublished:March 8, 2007Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176252088

ISBN - 13:9780176252083

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Table of Contents

Part 1: Introduction to Marketing Research Process1. The Role of Marketing Research2. The Marketing Research Process3. The Human Side of Marketing Research4. Problem Definition and the Research ProcessPart 2: Designing Research Studies5. Exploratory Research and Qualitative Analysis6. Secondary Data Research in a Digital Age7. Survey Research: An Overview8. Survey Research: Basic Methods of Communication9. Observation10.: Experimental ResearchPart 3: Measurement Concepts11. Measurement12. Measuring Attitude13. Questionnaire DesignPart 4: Sampling and Data Collection14. Sampling Designs and Sampling Procedures15. Determination of a Sample Size: A Review of Statistical Theory16. Data Collection and PreparationPart 5: Analysis and Interpretation of Data17. Basic Data Analysis18. Differences between Groups and Relationship among VariablesPart 6: Presentation of Research Report19. Communicating Research ResultsPart 7: Comprehensive Cases with Computerized Databases