Marketing research

William Zikmund, Steven D'Alessandro, Ben Lowe, Hume Winzar, Barry J. Babin

Research output: Book/ReportTextbook

Abstract

Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.
Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.

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. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs.

This text is indispensable for students studying marketing research in any business or marketing course.
Original languageEnglish
Place of PublicationSouth Melbourne, Vic.
PublisherCengage Learning Australia
Number of pages602
Edition4th Asia-Pacific ed.
ISBN (Electronic)9780170388214
ISBN (Print)9780170369824
Publication statusPublished - 2017

Keywords

  • Marketing research

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