Essentials of Marketing Research is a concise, practical textbook that guides readers through the design, execution, analysis, and reporting of marketing research to support business decision-making. It explains research design, sampling, questionnaire development, and statistical techniques with an emphasis on interpreting results for managers. The edition includes applied examples, exercises, and integration with survey software (such as Qualtrics) for hands-on data collection. Aimed at undergraduate and MBA students, the book stresses real-world application and using research findings to inform marketing strategy.
Includes:
1x Essentials of Marketing Research William G. Zikmund Barry J. Babin Paperback
Features:
Book Title: Essentials of Marketing Research
Narrative Type: Nonfiction
Publisher: Cengage Learning
Intended Audience: Students
Edition: 5th Edition
Subject: Marketing Research
Publication Year: 2012
Type: Book
Format: Paperback
Unit Type: Unit
Language: English
ISBN: 9781133190646
Author: William G. Zikmund,Barry J. Babin
Genre: Marketing
Unit Quantity: 1
Country of Origin: United States
Number of Pages: 480
Condition: Used – Excellent
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