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EXPLORING MARKETING RESEARCH

ZIKMUND, WILLIAM G.

2001

BOOK
Category

MARKETING RESEARCH

Abstract EXPLORING MARKETING RESEARCH DEALS WITH THE DESIGN, COLLECTION, ANALYSIS, AND REPORTING OF MARKETING RESEARCH DATA RELEVANT TO A FIRM'S CURRENT AND FUTURE NEEDS. THE TEXT FOCUSES ON STUDENTS AS MANAGERS, NOT PRACTITIONERS, OF MARKETING RESEARCH. STUDENTS LEARN ABOUT TRADITIONAL TYPES OF MARKETING RESEARCH, SUCH AS DESIGNING QUESTIONNAIRES, AS WELL AS THE LATEST TECHNOLOGICAL DEVELOPMENTS THAT FACILITATE MARKETING RESEARCH INCLUDING DATA COLLECTION DEVICES, DATA ANALYSIS TOOLS, AND PRACTICAL APPROACHES TO DATA ANALYSIS. IN ADDITION, THIS EDITION PLACES MORE EMPHASIS ON ETHICAL AND INTERNATIONAL ISSUES RELATING TO MARKETING RESEARCH.

ISBN 0324181485
Author(s) ZIKMUND, WILLIAM G.
Credits
Edition 8TH ED.
Year 2001
Publisher THOMSON
Type BOOK
Keywords EXPLORING MARKETING RESEARCH
Language English
Collation 744 P., 30CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 4 No A 01/01/1970