Essentials of Marketing Research
Essentials of Marketing Research, written by William G. Zikmund and Barry J. Babin, is an indispensable resource for students, academics, and practitioners seeking a comprehensive introduction to the field of marketing research. The book is available for purchase on Amazon, where it has received numerous positive reviews from readers who have found it to be an insightful and practical guide.
William G. Zikmund is a renowned author, researcher, and educator in the field of marketing research. He has published more than 70 articles in academic journals, as well as numerous books, including Exploring Marketing Research, which has been translated into eight languages. Barry J. Babin is also a respected academic and researcher, with extensive experience teaching marketing research at the undergraduate and graduate levels. Together, they bring decades of practical experience and academic expertise to this essential guide.
The book's introduction lays out the key principles and concepts that underpin marketing research, starting with an overview of the marketing research process and the different types of research methodologies. It then delves into the critical role that data analysis plays in marketing research, explaining how to collect, analyze, and interpret data to make informed business decisions. Throughout the book, the authors provide real-world examples and case studies to illustrate key concepts and highlight the practical applications of marketing research.
Whether you are a student looking to gain a deeper understanding of marketing research or a professional seeking to improve your research skills, Essentials of Marketing Research is an invaluable resource that will help you to stay ahead of the curve in today's competitive business landscape.
Author: Robert Bush, Mary Celsi, David Ortinau and Joseph Hair
Link to buy: https://www.amazon.com/gp/product/0078028817/
Ratings: 4.5 out of 5 stars (from 70 reviews)
Best Sellers Rank: #984,294 in Books
#282 in Business Marketing
#460 in Market Research Business (Books)
