Customer Reviews

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

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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.

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

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

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