Essentials of marketing research / William G. Zikmund, Barry J. Babin

By: Material type: TextPublication details: Cengage Learning, Mason, Ohio, 2013Edition: 5th editionDescription: xxiv, 452 p. : ill. (chiefly col.) ; 25 cmISBN:
  • 9781133273431 (pbk)
Subject(s): DDC classification:
  • 658.83 Z64 2013
Summary: 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
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Item type Current library Call number Status Barcode
English Book CENTRAL 658.83 Z64 2013 (Browse shelf(Opens below)) Available 1000000020024

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

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