"Essentials of Marketing Research" was developed directly from the ninth edition of Barry J. Babin and William Zikmund's best-selling, "Exploring Marketing Research" text. "Essentials of Marketing Research" focuses on students as managers, not practitioners, of marketing research. It addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs, but it is designed specifically for instructors who prefer a more concise introduction to marketing research topics.
"synopsis" may belong to another edition of this title.
Review:
"An excellent text for first-time marketing research instructors who need a solid foundation for developing a new course prep. A sound text for experienced marketing research instructors who want something more than a 'basics' text but something less than the most comprehensive and challenging texts."
"About this title" may belong to another edition of this title.
- PublisherSouth-Western
- Publication date2006
- ISBN 10 0324320876
- ISBN 13 9780324320879
- BindingPaperback
- Edition number3
- Number of pages496
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Rating