Exploring Marketing Research

Exploring Marketing Research

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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. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.The nature of the problem dictates which com- munication method to use. Because establishing and maintaining a panel is ... Obviously, an S-type Jaguar does not compete with a Nissan Altima. Buyers of these automobiles are in differentanbsp;...

Title:Exploring Marketing Research
Author:William Zikmund, Barry Babin
Publisher:Cengage Learning - 2006-08-15


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