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Complete downloadable Test Bank for Essentials of Marketing Research 4th Edition by Zikmund. INSTRUCTOR RESOURCE INFORMATION
TITLE: Essentials of Marketing Research
RESOURCE:Test Bank
EDITION: 4th Edition
AUTHOR: Zikmund, Babin
PUBLISHER: Cengage Learning

Table of content

1. The Role of Marketing Research.
2. Information Systems and Knowledge Management.
3. The Marketing Research Process: An Overview.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
5. Exploratory Research and Qualitative Analysis.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Experimental Research.
10. Measurement and Attitude Measurement.
11. Questionnaire Design.
12. Sampling Designs and Sampling Procedures.
13. Determination of Sample Size: A Review of Statistical Theory.
14. Basic Data Analysis.
15. Differences Between Groups and Relationships Among Variables.
16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.