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Exploring Marketing Research 7th Edition

4.0 out of 5 stars 5 customer reviews
ISBN-13: 978-0030262180
ISBN-10: 0030262186
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Editorial Reviews

Review

Preface. PART I: INTRODUCTION. 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. PART II: BEGINNING STAGES OF THE RESEARCH PROCESS. 5. Problem Definition: Jump-Starting the Research Process. 6. Qualitative Research Tools. 7. Secondary Data Research in a Digital Age. PART III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA. 8. Survey Research: An Overview. 9. Survey Research: Basic Methods of Communication with Respondents. 10. Observation. 11. Experimental Research: An Overview. 12. Test-Markets and Experimental Design. PART IV: MEASUREMENT CONCEPTS. 13. Measurement. 14. Attitude Measurement. 15. Questionnaire Design. PART V: SAMPLING AND FIELDWORK. 16. Sampling Designs and Sampling Procedures. 17. Determination of Sample Size: A Review of Statistical Theory. 18. Fieldwork. PART VI: DATA ANALYSIS AND PRESENTATION. 19. Editing and Coding: Transforming Raw Data into Information. 20. Basic Data Analysis: Descriptive Statistics. 21. Univariate Statistical Analysis. 22. Bivariate Statistical Analysis: Differences Between Two Variables. 23. Bivariate Statistical Analysis: Measures of Association. 24. Introducing Multivariate Statistical Analysis. 25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables. Glossary of Frequently Used Symbols. Glossary u Endnotes.

About the Author

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.
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Product Details

  • Series: The Dryden Press Series in Marketing
  • Textbook Binding: 848 pages
  • Publisher: South-Western College Pub; 7 edition (September 24, 1999)
  • Language: English
  • ISBN-10: 0030262186
  • ISBN-13: 978-0030262180
  • Product Dimensions: 1.2 x 8.2 x 11 inches
  • Shipping Weight: 4.4 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #4,535,127 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By C. Houliez on September 25, 2004
Format: Hardcover
I used this book over five semesters for the class of Marketing Research I teach at ASU. It is an OK-to-good book. However I would like to warn potential buyers that WebSurveyor has discontinued its contract with the book's publisher many semesters ago; so even if you find a coupon inside the book with a code to enter to use WebSurveyor online, you will not be able to log in...
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Format: Hardcover Verified Purchase
This book is really to those who want to analyse why a particular phenomenon is behaving the way it is. The book is full of detailed survey examples and it just does not stop with the questionnaire and the data analysis but readers will be able to put a particular reason in terms of a function of attributes that contribute to the reason and that is really useful.
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Format: Hardcover
I am an MBA/Graduate Marketing Research adjunct professor at Lindenwood University in St. Louis, MO and I am currently using this text for my class. The students find it very accessible, even for non-researchers, and easy to read. I find that it flows very well and makes good use of real-world examples. The only criticism is that there could be even more real-world cases and examples and some interactive projects that could better allow students to have a more hands-on learning experience. This text is very good overall, but I am needing to supplement the class with some outside real-world projects.
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By Jammeroni on December 26, 2012
Format: Hardcover Verified Purchase
I'll be honest here...I logged into my Amazon account to review another product and this product also showed up as something needing my review...So...since I cannot remember when I ordered this, and I cannot honestly say that I remember the content, I'll give it a good healthy 4 star rating...because I can say that I (oddly) do seem to remember when I do dislike a book, and I do not remember disliking this one. So 4 star rating it is. Good luck!
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Format: Hardcover
I used this textbook for an MBA Marketing Research class. Very useful complementary textbook.
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