Solution Manual for Essentials of Marketing Research, 6th Edition, Barry J. Babin, William G. Zikmund
Product details:
- ISBN-10 : 9781305263475
- ISBN-13 : 978-1305263475
- Author: Barry J. Babin
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. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.
Table of Contents
Part 1: INTRODUCTION.
1.The Role of Marketing Research.
2. Harnessing Big Data into Better Decisions.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
Part II: DESIGNING RESEARCH STUDIES.
5. Qualitative Research Tools.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
Part III: MEASUREMENT.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
Part IV: SAMPLING AND STATISTICAL THEORY.
12. Sampling Designs and Sampling Procedures.
13. Big Data Basics: Describing Samples and Population.
Park V: BASIC DATA ANALYTICS.
14. Basic Data Analysis.
15. Testing for Differences between Groups and for Predictive Relationships.
16. Communicating Research Results.
Part VI: MARKETING ANALYTICS TOOLS.
17. Beyond the Basics in Basic Data Analysis.
18. Advanced Topics in Linear Analytics.
19. Testing Hypotheses with GLM Procedures.
20. Introducing Multivariate Data Analysis.
21. Multivariate Data Analysis: Analytics with Interdependence Techniques.
22. Primer on Structural Equations Modeling.
Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Comprehensive Cases
Appendix: Statistical Tables.
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