Marketing Research: With Student Resource Access 12 Months

 
9780170183345: Marketing Research: With Student Resource Access 12 Months

This edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, it also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of integrates Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and Excel outputs. 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.

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Zikmund, William; Ward, Steve; Winzar, Hume; Lowe, Ben; Babin, Barry J.
Published by Thomson learning Australia (2010)
ISBN 10: 0170183343 ISBN 13: 9780170183345
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Book Description Thomson learning Australia, 2010. Soft cover. Book Condition: New. International Edition. This auction is for International Edition Paperback textbook. It has different Isbn # & cover image to the US edition. Occasionally, International Edition has minor difference on exercises & problem solve section. Our books might be shipped from multiple locations such as Malaysia, Thailand, or Singapore. Before making your purchase, please read carefully to make sure this is the correct book you need. If you have any question, please use the "Ask bookseller a question" link to contact us and our customer service team will revert back in 48 hrs. Thank you very much. Bookseller Inventory # ABE-9717387640

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Zikmund, William G.; Ward, Steve; Winzar, Hume; Lowe, Ben; D'Alessandro, Steven; Babin, Barry J.
Published by Cengage Learning Australia (2010)
ISBN 10: 0170183343 ISBN 13: 9780170183345
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