Essentials of Marketing Research
by William G. Zikmund, Barry J. Babin
Essentials of Marketing Research offers a focused introduction to the concepts and practices behind effective marketing research. William G. Zikmund and Barry J. Babin present the subject as a practical foundation for understanding how research informs marketing decisions, making this a useful resource for students and business readers.
About This Book
Essentials of Marketing Research provides an introduction to the field of marketing research.
The book focuses on foundational concepts and practices used to gather and interpret information for marketing decisions.
It is suited to readers seeking a clear overview of marketing research within a business or educational context.
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