The organization of this title follows the logic of the marketing research process. The book begins by discussing the scope of marketing research, and provides an overview of problem definition and the marketing research process.
This comprehensive text is essential reading for all business students getting to grips with research methods for their project.
In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis.
This best-selling text continues in its ninth edition to provide the most current and comprehensive coverage of business research.
In response to market feedback, ESSENTIALS OF MARKETING RESEARCH, 4th, was developed directly from the ninth edition of Barry J. Babin and William Zikmund's best-selling Exploring Marketing Research text.
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
This edition integrates the latest developments, technology and emerging trends in consumer behavior with visually driven content and learning features that address all learning styles.
The second edition of Sales Force Management prepares students for professional success in the field.
Finally, each stage of research reporting is explained, as well as a range of presentation methodologies.This text is indispensible for students studying marketing research in any business or marketing course.