Essentials of Marketing Research

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Thomson/South-Western, 2007 - Marketing research - 414 pages
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In response to market feedback, ESSENTIALS OF MARKETING RESEARCH, 3rd, was developed directly from the ninth edition of Barry J. Babin and William Zikmund's best-selling Exploring Marketing Research text. ESSENTIAL'S OF MARKETING RESEARCH focuses on students as managers, not practitioners, of marketing research. It addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs, but it is designed specifically for instructors who prefer a more concise introduction to marketing research topics.

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About the author (2007)

A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University and died shortly after completing the eighth edition. He received a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Before beginning his academic career, Professor Zikmund worked in marketing research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). Professor Zikmund also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Exploring Marketing Research, Professor Zikmund authored Essentials of Marketing Research, Business Research Methods, Marketing, Effective Marketing, and a work of fiction, A Corporate Bestiary. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the Journal of Marketing Education, Marketing Education Review, Journal of the Academy of Marketing Science, and Journal of Business Research.

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