Essentials of marketing research /
Zikmund, William G
Essentials of marketing research / William G. Zikmund, Barry J. Babin - 5th edition. - Cengage Learning, Mason, Ohio, 2013 - xxiv, 452 p. : ill. (chiefly col.) ; 25 cm.
Placing readers in the role of manager, this book offers concise coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book 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, this edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research
9781133273431 (pbk) N/A
--Marketing l Marketing research Study and teaching
658.83 Z64 2013
Essentials of marketing research / William G. Zikmund, Barry J. Babin - 5th edition. - Cengage Learning, Mason, Ohio, 2013 - xxiv, 452 p. : ill. (chiefly col.) ; 25 cm.
Placing readers in the role of manager, this book offers concise coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book 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, this edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research
9781133273431 (pbk) N/A
--Marketing l Marketing research Study and teaching
658.83 Z64 2013