Essentials of Marketing Research (with Qualtrics Printed Access Card)

Author Information

William G. Zikmund, Barry J. Babin

Product Details

ISBN: 9781133190646

Publish Date: 02/03/2012

Publisher: Cengage Learning

Number of pages: 480

Description

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. Readers also learn to perform basic, core marketing research tasks. The book succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, the Fifth Edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.

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