9780324788440

Exploring Marketing Research (with Qualtrics Printed Access Card and DVD)

Zikmund, William G.; Babin, Barry J.

ISBN 10: 0324788444 / 0-324-78844-4
ISBN 13: 9780324788440
Publisher: Cengage Learning
Publication Date: 2009
Binding: Hardcover
Editorial Reviews for this title:
Synopsis:
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.

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