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 | | Essentials of Marketing Research (The Dryden Press Series in Marketing) by William G. Zikmund ISBN-10: 0030243564 ISBN-10: 0-03-024356-4 ISBN-13: 9780030243561 ISBN-13: 978-0-03-024356-1 Hardcover 1998-07 Harcourt Brace College Publishers Find Lowest Price |
Editorials | ||
Product Description In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, Essentials of Marketing Research, 2e, reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research. | ||
Reviews | ||
Highly Recommended for Business & Marketing Students This first edition of Essentials of Marketing Research is written by Professor William G. Zikmund of Oklahoma State University, author of the best-selling Exploring Marketing Research (now in seventh edition) and Business Research Methods (now in sixth edition). Shorter than Exploring Marketing Research, it nevertheless presents a lively picture of contemporary marketing research. Its emphasis on practical applications gives business and marketing students a basic understanding of the scope of marketing research. The result is not a dry, technical and analytical treatment of advanced data analysis or statistical techniques but an accurate presentation of the "big picture" of marketing research as a dynamic, creative and enjoyable pursuit. | ||