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Download FREE Sample Here for Test Bank for Marketing Research 4th Asia Pacific Edition by Zikmund. Note : this is not a text book. File Format : PDF or Word
Part 1: Introduction to the research process1. The role of marketing research and the research process
Part 2: Defining the problem
2. Problem definition and the research process
Part 3: Planning the research design
3. Qualitative research
4. Secondary research with big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
Part 4: Planning the sample
10. Sampling: Sample design and sample size
Part 5: Collecting the data
11. Editing and coding: Transforming raw data into information
Part 6: Analysing the data
12. Univariate statistical analysis: A recap of inferential statistics
13. Bivariate statistical analysis: Tests of differences
14. Bivariate statistical analysis: Tests of association
15. Multivariate statistical analysis
Part 7: Formulating conclusions and writing the final report
16. Communicating research results: Research report, oral presentation, and research follow-up
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