Essentials of Marketing Research (with Qualtrics, 1 term (6 months) Printed Access Card) (Paperback, 6th edition)

ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

General

Imprint:	South-Western College Publishing
Country of origin:	United States
Release date:	April 2015
First published:	2016
Authors:	Barry Babin • William Zikmund
Dimensions:	276 x 217 x 19mm (L x W x T)
Format:	Paperback • Online resource
Pages:	494
Edition:	6th edition
ISBN-13:	978-1-305-26347-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	1-305-26347-2
Barcode:	9781305263475

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