000			01983nam a22002537a 4500
003			OSt
005			20210714211023.0
008			201125b ||||| |||| 00| 0 eng d
020			_a978-0-357-03393-7
040			_bEnglish. _cCvSU-CCAT Campus Library _erda.
050			_aHF5415.2 _bB33 2019
100			_aBabin, Barry J., author. _9216
245			_aEssentials of marketing research / _cBarry J. Babin.
250			_aSeventh edition.
260			_aBoston USA : _bCengage, _cc2019.
300			_axxii, 490 pages : _bcolor illustrations ; _c27 cm
504			_aIncludes bibliographical references and index.
505			_a1 - 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 5 - Qualitative research tools 6 - Secondary data research in a digital age 7 - Survey research 8 - Observation 9 - Conducting marketing experiments 10 - Measurement and attitude scaling 11 - Questionnaire design 12 - Sampling designs and sampling procedures 13 - Big data basics : describing samples and populations 14 - Basic data analysis 15 - Testing for differences between groups and for predictive relationships 16 - Communicating research results
520			_aESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource 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.
546			_aIn English text.
650			_aMarketing research. _9217
942			_cBK _hHF 5415.2 B33 2019 _2lcc _kCIR
999			_c105 _d105