Test Bank Essentials of Marketing Research 6th Edition by Barry J. Babin

Test Bank Essentials of Marketing Research 6th Edition by Barry J. Babin

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Test Bank Essentials of Marketing Research 6th Edition by Barry J. Babin

This textbook offers a concise yet comprehensive guide to the design, execution, analysis, and reporting of marketing research. It equips readers with essential knowledge and skills for managing marketing research effectively, covering both traditional methods like designing questionnaires and modern technological advances, such as data analytics and the impact of social media. The book emphasizes ethical and international issues, reflecting their growing importance in marketing research.

Print ISBN: 9781305843257, 1305843258; eText ISBN: 9781305688094, 1305688090.

Barry J. Babin, William G. Zikmund

Table of Contents:
1. Introduction to Marketing Research.
2. The Marketing Research Process.
3. Research Design.
4. Secondary Data and Big Data Analytics.
5. Qualitative Research Techniques.
6. Traditional Survey Research.
7. Measurement and Scaling.
8. Questionnaire Design.
9. Sampling and Sample Size Determination.
10. Data Collection and Preparation.
11. Data Analysis and Interpretation.
12. Communicating Research Results.
13. Ethical Issues in Marketing Research.