Marketing Research Asia-Pacific 4th Edition Zikmund Solutions Manual

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Marketing Research Asia-Pacific 4th Edition Zikmund Solutions Manual.

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Marketing Research Asia-Pacific 4th Edition Zikmund Solutions Manual

Product details:

  • ISBN-10 ‏ : ‎ 017036982X
  • ISBN-13 ‏ : ‎ 978-0170369824
  • Author: Steve D’Alessandro; Ben Lowe; Hume Winzar
Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly 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. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.
Table contents:

PART ONE: Introduction to the Research Process

Chapter 01: The Role of Marketing Research and the Research Process

PART TWO: Defining the Problem

Chapter 02: Problem Definition and the Research Process

PART THREE: Planning the Research Design

Chapter 03: Qualitative Research

Chapter 04: Secondary Research with Big Data

Chapter 05: Survey Research

Chapter 06: Observation

Chapter 07: Experimental Research and Test Marketing

Chapter 08: Measurement

Chapter 09: Questionnaire Design

PART FOUR: Planning the Sample

Chapter 10: Sampling: Sample Design and Sample Size

PART FIVE: Collecting the Data

Chapter 11: Editing and Coding: Transforming Raw Data into Information

PART SIX: Analysing the Data

Chapter 12: Univariate Statistical Analysis: a Recap of Inferential Statistics

Chapter 13: Bivariate Statistical Analysis: Tests of Differences

Chapter 14: Bivariate Statistical Analysis: Tests of Association

Chapter 15: Multivariate Statistical Analysis

PART SEVEN: Formulating Conclusions and Writing the Final Report

Chapter 16: Communicating Research Results: Research Report, Oral Presentation and Research Follow U

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