Marketing research: Asia Pacific

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

Research output: Book/ReportBook

Abstract

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
Edition3 Asia Pacific
ISBN (Print)9780170236027
Publication statusPublished - 2014

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