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Exploring marketing research William G. Zikmund.
Detalles de publicación: Mason, Ohio South-Western 2000.Edición: 7th edDescripción: xxxiii, [3], 812 p. ill. 28 cmISBN:- 0030229634
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF 5412.2 .Z54 2000 (Navegar estantería(Abre debajo)) | Disponible | 50000002171295 | ||||||||||||||
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.83 Z68e7 (Navegar estantería(Abre debajo)) | Disponible | 80000002172735 |
Total de reservas: 0
Includes bibliographical references (p. [797]-808) and indexes.
Tabla de contenidos provista por Syndetics
- Part 1 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 2 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 3 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 4 Measurement Concepts
- 13 Measurement
- 14 Attitude Measurement
- 15 Questionnaire Design
- Appendix 15A Question Wording and Measurement Scales for Commonly Researched Topics
- Part 5 Sampling and Fieldwork
- 16 Sampling Designs and Sampling Procedures
- 17 Determination of Sample Size: A Review of Statistical Theory
- 18 Fieldwork
- Part 6 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
- 22A Manual Calculations of an F Statistic
- 22B Anova for Complex Experimental Designs
- 23 Bivarate Statistical Analysis: Measures of Association
- Appendix 23A Arithmetic Behind OLS
- 24 Introducing Multivariate Statistical Analysis
- Appendix 24A Getting Factor Results with SAS or SPSS
- 25 Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
- Part 7 Comprehensive Cases with Computerized Databases