Essentials of Marketing Research (Book Only) by William G. Zikmund
English | 2009 | ISBN: 0324593759 | 457 Pages | PDF | 14 MB
English | 2009 | ISBN: 0324593759 | 457 Pages | 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?