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| Exploring Marketing Research | 
 enlarge | Authors: William G. Zikmund, Barry J. Babin
Publisher: South-Western College Pub
Category: Book
List Price: $220.95
Buy New: $92.89
You Save: $128.06 (58%)
New (20) Used (33) from $88.00
Avg. Customer Rating:  4 reviews
Sales Rank: 30622
Media: Hardcover
Edition: 9
Number Of Items: 1
Pages: 720
Shipping Weight (lbs): 3.8
Dimensions (in): 10.8 x 8.6 x 1.2
ISBN: 0324320884
Dewey Decimal Number: 380
EAN: 9780324320886
ASIN: 0324320884
Publication Date: August 15, 2006
Availability: Usually ships in 1-2 business days
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Product Description
EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
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| Customer Reviews:
 verbose December 15, 2008
I used this book for an MBA market research class. Its wordy. I spent alot of time reading and then asking myself what was the author's point. The book doesn't provide enough focus for a one semester graduate class. I was left to figure the salient points on my own. If your a student, buy a used book. If your an instructor, please choose a different text for your classes.
 MBA textbook May 13, 2006
1 out of 2 found this review helpful
I used this textbook for an MBA Marketing Research class. Very useful complementary textbook.
Websurveyor not working September 25, 2004
3 out of 4 found this review helpful
I used this book over five semesters for the class of Marketing Research I teach at ASU. It is an OK-to-good book. However I would like to warn potential buyers that WebSurveyor has discontinued its contract with the book's publisher many semesters ago; so even if you find a coupon inside the book with a code to enter to use WebSurveyor online, you will not be able to log in...
Excellent General Marketing Research Text January 20, 2004
5 out of 7 found this review helpful
I am an MBA/Graduate Marketing Research adjunct professor at Lindenwood University in St. Louis, MO and I am currently using this text for my class. The students find it very accessible, even for non-researchers, and easy to read. I find that it flows very well and makes good use of real-world examples. The only criticism is that there could be even more real-world cases and examples and some interactive projects that could better allow students to have a more hands-on learning experience. This text is very good overall, but I am needing to supplement the class with some outside real-world projects.
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