Essentials of Marketing Research [With Access Code]

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This first edition of Essentials of Marketing Research is written by Professor William G. Zikmund of Oklahoma State University, author of the best-selling Exploring Marketing Research (now in seventh edition) and Business Research Methods (now in sixth edition).Shorter than Exploring Marketing Research, it nevertheless presents a lively picture of contemporary marketing research. Its emphasis on practical applications gives business and marketing students a basic understanding of the scope of marketing research.The result is not a dry, technical and analytical treatment of advanced data analysis or statistical techniques but an accurate presentation of the "big picture" of marketing research as a dynamic, creative and enjoyable pursuit.