Essentials Of Marketing Research (with Qualtrics, 1 Term (6 Months) Printed Access Card)

byBarry J. Babin, William G. Zikmund

Paperback | April 1, 2015

Essentials Of Marketing Research (with Qualtrics, 1 Term (6 Months) Printed Access Card) by Barry J. Babin
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ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.
Barry J. Babin has authored over 70 research publications in some of the most prestigious research periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE JOURNAL OF THE ACADEMY OF MARKETING SC...
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Title:Essentials Of Marketing Research (with Qualtrics, 1 Term (6 Months) Printed Access Card)Format:PaperbackProduct dimensions:512 pages, 10.88 X 8.5 X 0.7 inShipping dimensions:512 pages, 10.88 X 8.5 X 0.7 inPublished:April 1, 2015Publisher:South-Western College PubLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1305263472

ISBN - 13:9781305263475

Appropriate for ages: All ages

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