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Complete downloadable Test Bank for Essentials of Marketing Research 5th Edition by Zikmund. INSTRUCTOR RESOURCE INFORMATION
TITLE: Essentials of Marketing Research
EDITION: 5th 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.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
5. Qualitative Research.
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. Determination of Sample Size: A Review of Statistical Theory.
14. Basic Data Analysis.
15. Testing for Differences Between Groups and for Relationships Among Variables.
16. Communicating Research Results.

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