Essentials of Marketing Research

Essentials of Marketing Research
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Essentials of Marketing Research
William Zikmund; Barry Babin
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Essentials of Marketing Research

Description

ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology.

Product Information
ISBN13 (SKU)
9781305263475
Title
Essentials of Marketing Research
Author
William Zikmund; Barry Babin
Edition
6th
Publisher
Cengage
Publication Date
2015
Country of Publication
United States
Format Type
Physical
Number of Pages
512
Related Products
E-Book
Essentials of Marketing Research (E-Book)
R 650.00
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