Exploring Marketing Research
by William G. Zikmund, Barry J. Babin
Exploring Marketing Research offers a clear introduction to the role of research in marketing and business decision-making. William G. Zikmund and Barry J. Babin examine how structured information gathering can support a better understanding of markets, customers, and strategic choices.
About This Book
Exploring Marketing Research presents marketing research as a structured way to gather and interpret information for business decision-making.
Written by William G. Zikmund and Barry J. Babin, the book focuses on the role of research in understanding markets and customers.
Its subject makes it relevant to learners and professionals seeking a foundation in marketing research concepts and practices.
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