Product Description

Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company's profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.

Product Details

• Amazon Sales Rank: #244997 in Books
• Published on: 2006-11-08
• Number of items: 1
• Binding: Paperback
• 432 pages

Review
"An excellent text for first-time marketing research instructors who need a solid foundation for developing a new course prep. A sound text for experienced marketing research instructors who want something more than a ’basics’ text but something less than the most comprehensive and challenging texts."

About the Author
William G. Zikmund, former professor of marketing at Oklahoma State University, received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado. Professor Zikmund worked in marketing research for Conway\Millikin Company and Remington Arms Company before beginning his academic career. In addition, he has extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods. He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America. More than one-half million students have read his books.

Barry Babin has authored over 70 research publications in some of the most prestigious periodicals, including the JOURNAL OF MARKETING, the JOURNAL OF CONSUMER RESEARCH, the JOURNAL OF BUSINESS RESEARCH, the JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and the JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. He has won numerous honors for his research, including the University of Southern Mississippi's Louis K. Brandt Faculty Research Award (on three occasions), the 1996 Society for Marketing Advances Steven J. Shaw Award, and the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research. Dr. Babin is the president of the Academy of Marketing Sciences and the former president of the Society of Marketing Advances. He is the head of the Department of Marketing & Analysis at Louisiana Tech. He also is the marketing editor for the JOURNAL OF BUSINESS RESEARCH. Dr. Babin has coauthored four textbooks to date: Wiley's ESSENTIALS OF BUSINESS RESEARCH; Prentice Hall's MULTIVARIATE DATA ANALYSIS, 6e; and Thomson's revision of Zikmund's MARKETING RESEARCH titles.

Customer Reviews

Highly Recommended for Business & Marketing Students
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.