Welcome to IOU Digital Library

This comprehensive guide offers a managerial lens on marketing research, covering the entire process—from problem definition and exploratory methods to advanced analytics and presentation. The 11th edition features updated content on big data, social media analytics, and emerging data collection technologies, and it places a stronger focus on international research challenges and ethical considerations

no reviews

245: $a: Exploring Marketing Research
245: $b:
082: $a:
100: $a: William G. Zikmund & Barry J. Babin
650: $a: Marketing Research & Data Analytics
250: $a: 11
440: $v:
250: $b: Cengage
250: $c: 101
020: $a: 978‑1305263529
300: $a: 656