Exploring Marketing Research (with WebSurveyor Certificate and InfoTrac) [Hardcover]

William G. Zikmund (Author)

Book Description

ISBN-10: 0324181485 | ISBN-13: 978-0324181487 | Publication Date: March 21, 2002 | Edition: 8

Marketing research on the Internet has moved from the introductory stage of its product life to the growth stage in the 21st century. Technological developments and social diffusion of the Internet have and will continue to shape the future of marketing research dramatically. Exploring Marketing Research, 8e 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." --This text refers to an out of print or unavailable edition of this title.

About the Author

William G. Zikmund, former professor of marketing at Oklahoma State University, received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado. Professor Zikmund worked in marketing research for Conway\Millikin Company and Remington Arms Company before beginning his academic career. In addition, he has extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods. He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America. More than one-half million students have read his books.

Product Details

• Hardcover: 768 pages
• Publisher: South-Western College Pub; 8 edition (March 21, 2002)
• Language: English
• ISBN-10: 0324181485
• ISBN-13: 978-0324181487
• Product Dimensions: 11 x 8.7 x 1.2 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 3.6 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #820,294 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

3.0 out of 5 stars Websurveyor not working, September 25, 2004

By 

C. Houliez - See all my reviews
(REAL NAME)   

This review is from: Exploring Marketing Research (with WebSurveyor Certificate and InfoTrac) (Hardcover)

I used this book over five semesters for the class of Marketing Research I teach at ASU. It is an OK-to-good book. However I would like to warn potential buyers that WebSurveyor has discontinued its contract with the book's publisher many semesters ago; so even if you find a coupon inside the book with a code to enter to use WebSurveyor online, you will not be able to log in...

4 of 6 people found the following review helpful:

4.0 out of 5 stars Excellent General Marketing Research Text, January 20, 2004

By 

Christopher X. Moloney (St. Louis (Chesterfield), MO USA) - See all my reviews

This review is from: Exploring Marketing Research (with WebSurveyor Certificate and InfoTrac) (Hardcover)

I am an MBA/Graduate Marketing Research adjunct professor at Lindenwood University in St. Louis, MO and I am currently using this text for my class. The students find it very accessible, even for non-researchers, and easy to read. I find that it flows very well and makes good use of real-world examples. The only criticism is that there could be even more real-world cases and examples and some interactive projects that could better allow students to have a more hands-on learning experience. This text is very good overall, but I am needing to supplement the class with some outside real-world projects.

0 of 1 people found the following review helpful:

2.0 out of 5 stars verbose, December 15, 2008

By 

R. Brett (Atlanta, GA) - See all my reviews
(REAL NAME)   

This review is from: Exploring Marketing Research (Hardcover)

I used this book for an MBA market research class. Its wordy. I spent alot of time reading and then asking myself what was the author's point. The book doesn't provide enough focus for a one semester graduate class. I was left to figure the salient points on my own. If your a student, buy a used book. If your an instructor, please choose a different text for your classes.