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William Zikmund; Barry Babin
ISBN: 9781305263475
Estimated Dispatch Date: 16 Aug 2021
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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
Institutions University of Pretoria
Course Codes BME210,NME703
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