Title: Exploring Marketing Research (with Qualtrics Printed Access Card), 11th Edition
Authors: William G. Zikmund, Barry J. Babin
Publisher: Cengage Learning; 11th edition
Description:
“Exploring Marketing Research” by William G. Zikmund and Barry J. Babin provides a comprehensive overview of the principles and practices of marketing research. In this 11th edition, the authors offer a blend of theoretical foundations and practical applications, guiding readers through the entire marketing research process from problem definition to data analysis and interpretation. The book covers key topics such as research design, data collection methods, sampling techniques, questionnaire construction, and data analysis techniques. With its emphasis on real-world examples and case studies, this edition equips students with the knowledge and skills necessary to conduct effective marketing research in today’s dynamic business environment. The text is enhanced with the inclusion of a Qualtrics printed access card, providing students with hands-on experience using a leading survey software platform. Whether used in the classroom or for self-study, “Exploring Marketing Research” serves as an invaluable resource for students and professionals seeking to understand and apply marketing research concepts and techniques.