Essentials of Marketing Research [With Access Code]

by William G. Zikmund and Barry J. Babin

Book Overview

Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design,... 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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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.