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Exploring Marketing Research (with Qualtrics Printed Access Card)
by Barry J. Babin and William G. Zikmund


Overview - 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.  Read more...

 
Hardcover - Revised Ed.
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More About Exploring Marketing Research (with Qualtrics Printed Access Card) by Barry J. Babin; William G. Zikmund
 
 
 
Overview
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.

 
Details
  • ISBN-13: 9781305263529
  • ISBN-10: 1305263529
  • Publisher: South Western Educational Publishing
  • Publish Date: March 2015
  • Page Count: 736
  • Dimensions: 11 x 8.6 x 1.2 inches
  • Shipping Weight: 3.4 pounds


Related Categories

Books > Business & Economics > Marketing - Research

 
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