Back to skip links

Purchase eTextbooks at the new VitalSource web site. Product options and pricing may differ. Shop Now

Additional product details

ISBN-13 9781133828587ISBN-10 1133828582
ISBN-10 1133190642ISBN-13 9781133190646
Author(s): Zikmund/Babin
Publisher: Cengage Learning
Copyright year: © 2013 Pages: 464

Focusing on students as managers, the exciting new ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that delivers the essential information students need to skillfully use marketing research in making effective business decisions. It also equips readers with the skills to perform basic, core marketing research tasks. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, it succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm’s current and future needs. Reflecting the latest developments from the field, the Fifth Edition features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.