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Item Details
| Title:
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EXPLORING MARKETING RESEARCH (WITH QUALTRICS PRINTED ACCESS CARD)
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| By: |
Barry J. Babin, William G. Zikmund |
| Format: |
Mixed media product |
| List price:
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£271.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1305263529 |
| ISBN 13: |
9781305263529 |
| Publisher: |
CENGAGE LEARNING, INC |
| Pub. date: |
3 April, 2015 |
| Edition: |
11th edition |
| Pages: |
656 |
| Description: |
A guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. It prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing business context while introducing both traditional research methods. |
| Synopsis: |
EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research. |
| Publication: |
US |
| Imprint: |
CENGAGE Learning Custom Publishing |
| Returns: |
Returnable |
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