CB5 5th Edition Babin Test Bank

CB5 5th Edition Babin Test Bank

Product details:

• ISBN: 1133629687
• ISBN-13: 9781133629689
• Authors: Barry J Babin, Eric Harris

Created through a “student-tested, faculty-approved” review process with over 250 students and faculty, CB5 is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners at a value-based price. Award-winning authors Babin and Harris cover essential consumer behavior topics through a unique concept-driven presentation enhanced by online resources that appeal to today’s students and encourage participation. New end-of-part cases highlight today’s challenges, and the latest consumer behavior statistics and contemporary examples in this edition reflect the most recent developments in business. New content demonstrates how the recent recession, green marketing, and natural disasters impact contemporary consumer behavior. Convenient chapter-by-chapter student study cards and unique Instructor Prep Cards help you easily transition to this new edition. The CB5 CourseMate interactive online resources bring concepts to life with learning and study tools that ensure student engagement. In an unforgettable presentation focused on students’ needs, CB5 brings consumer behavior to life.

Table 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 and 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. Data preparation

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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