EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
Focusing on classical marketing research methods as well as highlighting the uses of the Internet, this textbook outlines each step in the research process, and specifically discusses problem definition, research design, primary data collection, measurement, sampling, fieldwork, data analysis, and presentation. Appendices feature statistical tables, a glossary of frequently used symbols, and a glossary of terms. Zikmund teaches at the Oklahoma State University. Annotation c. Book News, Inc., Portland, OR (booknews.com)