Essentials of Marketing Research

Essentials of Marketing Research

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Focusing on students as managers, the exciting new ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that delivers the essential information students need to skillfully use marketing research in making effective business decisions. It also equips readers with the skills to perform basic, core marketing research tasks. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, it succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firma€™s current and future needs. Reflecting the latest developments from the field, the Fifth Edition features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.Copyright 2012 Cengage Learning. ... Respondents answer the questions and then have the opportunity to play a slot-machine game on the website. ... The SAT and ACT college entrance exams once were completely multiple-choice, but both tests recently began including an ... Some researchers have investigated how the essay tests are used by one group they serve: the admissions offices of theanbsp;...

Title:Essentials of Marketing Research
Author:William Zikmund, Barry Babin
Publisher:Cengage Learning - 2012-02-03


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