Marketing research

William G. Zikmund, Steven Ward, Ben Lowe, Hume Winzar

Research output: Book/ReportTextbook

Abstract

This text is centred around a conceptual model of Marketing Research, which provides a strong learning framework for students. 'Marketing Research', Asia-Pacific edition makes the subject interesting and relevant to students by placing marketing research activity in the context of the profession. Case studies, exercises and advice on market research projects take a central role in this adaptation, so that students will learn by doing. The text includes recent research, examples and data sets from the Asia Pacific region. Industry-standard SPSS is integrated throughout. This edition has been structured to suit a one-semester course.
Original languageEnglish
Place of PublicationSouth Melbourne, Vic.
PublisherThomson Learning
Number of pages570
EditionAsia Pacific
ISBN (Print)9780170127349
Publication statusPublished - 2007
Externally publishedYes

Keywords

  • Marketing research

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