Essentials of Marketing Research, 4 edition (repost)
Essentials of Marketing Research, 4 edition by William G. Zikmund
(April 28, 2009) | ISBN: 0324593759 | Pages: 432 | PDF | 14 MB
(April 28, 2009) | ISBN: 0324593759 | Pages: 432 | PDF | 14 MB
Marketing research is a little like searching for a needle in a haystack. Researchers search for answers but forming the questions can be just as important. The “search” cannot be removed from “research.” Following this analogy, the researcher must address questions such as these: How do you find the needle? Where does the search start? How do you translate recorded data into intelligence that can be used to answer managerial questions?