Exploring Marketing Research

Exploring Marketing Research
ISBN-10
1305263529
ISBN-13
9781305263529
Series
Exploring Marketing Research
Category
Business & Economics
Pages
656
Language
English
Published
2015-03-24
Publisher
Cengage Learning
Authors
Barry J. Babin, William G. Zikmund

Description

EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

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