Essentials of Marketing Research [With Access Code]

by William G. Zikmund and Barry J. Babin

Book Overview

Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions.... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1133190642
• ISBN13: 9781133190646
• Release Date: February 2012
• Publisher: South Western Educational Publishing
• Length: 452 Pages
• Weight: 2.25 lbs.
• Dimensions: 0.8" x 8.4" x 10.8"

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Marketing Research book review

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Highly Recommended for Business & Marketing Students

This first edition of Essentials of Marketing Research is written by Professor William G. Zikmund of Oklahoma State University, author of the best-selling Exploring Marketing Research (now in seventh edition) and Business Research Methods (now in sixth edition).Shorter than Exploring Marketing Research, it nevertheless presents a lively picture of contemporary marketing research. Its emphasis on practical applications gives business and marketing students a basic understanding of the scope of marketing research.The result is not a dry, technical and analytical treatment of advanced data analysis or statistical techniques but an accurate presentation of the "big picture" of marketing research as a dynamic, creative and enjoyable pursuit.