Essentials of Marketing Research 3/ed - Softcover

Zikmund

Softcover

ISBN 10: 8131502813 ISBN 13: 9788131502815

Publisher: Cengage Learning, 2012

Synopsis

Essentials of Marketing Research is designed specifically for the marketing research classes where a more concise introduction to marketing research topics is desired. This book also includes material on current technology with a special emphasis on web resources. Intended primarily for undergraduates, this text emphasises such important issues as total quality management and global marketing research, integrating both topics throughout the text. Coverage of the latest technologies and their influence includes discussions of how information is gathered, stored and distributed: scanner-based research, database search-and-retrieval systems, and microcomputers. Numerous examples from today's marketplace give students insight into the applications of marketing research. Short case studies appear at the end of each chapter and offer both the student and instructor an opportunity to analyse and discuss real-life situations. An accompanying data disk contains data sets for many of the text's exercises. Contents same as US/UK editions.

About this edition

• Publisher: Cengage Learning
• Publication date: 2012
• ISBN 10: 8131502813
• ISBN 13: 9788131502815
• Binding: Paperback
• Edition number: 3
• Number of pages: 432