Essentials of Marketing Research 6th Edition Babin Test Bank
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Product details:
- ISBN-10 : 9781305263475
- ISBN-13 : 978-1305263475
- Author:
ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.
Table of contents:
- Part One: Introduction
- Ch 1: The Role of Marketing Research
- Ch 2: Harnessing Big Data into Better Decisions
- Ch 3: The Marketing Research Process
- Ch 4: The Human Side of Marketing Research: Organizational and Ethical Issues
- Part Two: Designing Research Studies
- Ch 5: Qualitative Research Tools
- Ch 6: Secondary Data Research in a Digital Age
- Ch 7: Survey Research
- Ch 8: Observation
- Ch 9: Conducting Marketing Experiments
- Part Three: Measurement
- Ch 10: Measurement and Attitude Scaling
- Ch 11: Questionnaire Design
- Part Four: Sampling and Statistical Theory
- Ch 12: Sampling Designs and Sampling Procedures
- Ch 13: Big Data Basics: Describing Samples and Populations
- Part Five: Basic Data Analytics
- Ch 14: Basic Data Analysis
- Ch 15: Testing for Differences between Groups and for Predictive
- Ch 16: Communicating Research Results
- Part Six: Comprehensive Cases with Computerized Databases
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