Marketing research

William G. Zikmund, Steven Ward, Ben Lowe, Hume Winzar, Barry J. Babin

Research output: Book/ReportTextbook

Abstract

Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, marketing research also examines new theories and techniques such as grounded theory, ethnogrpahy, phenomenology, automated interviewing, text, data mining and the increasing use of online panels.
Original languageEnglish
Place of PublicationSouth Melbourne
PublisherCengage Learning
Number of pages592
Edition2nd Asia-Pacific ed.
ISBN (Print)9780170183345
Publication statusPublished - 2011

Bibliographical note

Copyright date and year published in front matter of book is 2011. However publication available from August 2010.

Fingerprint Dive into the research topics of 'Marketing research'. Together they form a unique fingerprint.

Cite this