Essentials of marketing research.

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Title:

Essentials of marketing research.

Author:

Zikmund, William G.

ISBN:

9781133273431

Personal Author:

Zikmund, William G.

Edition:

International ed., 5th ed. / William G. Zikmund, Barry J. Babin.

Publication Information:

Mason, Ohio : South-Western ; Andover : Cengage Learning [distributor], c2013.

Physical Description:

xxiv, 452 p. : ill. (chiefly col.) ; 25 cm.

General Note:

Previous ed.: 2010.

Includes Internet access.

Subject Term:

Marketing research.

Added Author:

Babin, Barry J.

Copies:

Available:*

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Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5E, International Edition offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book succinctly 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, the Fifth Edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.

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