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Title: Essentials of Marketing Research With Infotrac by William G. Zikmund ISBN: 0324182570 Publisher: South-Western College Pub Pub. Date: August, 2002 Format: Paperback Volumes: 1 List Price(USD): $98.95

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Average Customer Rating: 4

Rating: 4
Summary: Highly Recommended for Business & Marketing Students
Comment: 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.

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