4662288
9780324320886
Exploring Marketing Research
by Zikmund, William G., Babin, Barry J.
About this item
- Condition: Good
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Product details
- ISBN-13: 9780324320886
- ISBN: 0324320884
- Publication Date: 2006
- Publisher: Thomson Learning
AUTHOR
SUMMARY
EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.Zikmund, William G. is the author of 'Exploring Marketing Research ', published 2006 under ISBN 9780324320886 and ISBN 0324320884.
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