Essentials of Marketing Research (with WebSurveyor Certificate and InfoTrac) (The Dryden Press Series in Marketing) [Paperback]

William G. Zikmund (Author)

Book Description

ISBN-10: 0324182570 | ISBN-13: 978-0324182576 | Publication Date: August 8, 2007 | Edition: 3

In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, Essentials of Marketing Research, 2e, reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.

Editorial Reviews

Review

"An excellent text for first-time marketing research instructors who need a solid foundation for developing a new course prep. A sound text for experienced marketing research instructors who want something more than a 'basics' text but something less than the most comprehensive and challenging texts." --This text refers to an out of print or unavailable edition of this title.

About the Author

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.

Product Details

• Paperback: 480 pages
• Publisher: South-Western College Pub; 3 edition (August 8, 2007)
• Language: English
• ISBN-10: 0324182570
• ISBN-13: 978-0324182576
• Product Dimensions: 9.9 x 8 x 0.7 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #807,578 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful:

4.0 out of 5 stars Highly Recommended for Business & Marketing Students, September 6, 1999

By A Customer

This review is from: Essentials of Marketing Research (The Dryden Press Series in Marketing) (Hardcover)

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.

0 of 4 people found the following review helpful:

5.0 out of 5 stars Quick shipping, would use again, January 11, 2009

By 

William E. Cannato III "WECIII" (Midland, MI & Cleveland, OH) - See all my reviews
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This review is from: Essentials of Marketing Research (Paperback)

I needed the text book within 5 days, this seller had it to me in 3. I would buy from this seller again.

0 of 5 people found the following review helpful:

5.0 out of 5 stars Marketing Research book review, January 26, 2010

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Marissa Erickson - See all my reviews
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Amazon Verified Purchase

This review is from: Essentials of Marketing Research (with Qualtrics Card) (Paperback)

The book arrived on time and in the condition specified, plus it was a lot cheaper than going through the university book store.