Marketing research

William Zikmund, Steven D'Alessandro, Hune Winzar, Ben Lowe, Bary Babin

    Research output: Book/ReportBook


    Marketing Research 3rd Asia Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combing a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is 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 such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels.
    Original languageEnglish
    Place of PublicationMelbourne, Australia
    PublisherCengage Learning
    Number of pages624
    Edition3rd Asia Pacific
    ISBN (Print)9780170236027
    Publication statusPublished - 2014


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