Essentials of Marketing Research was developed directly from the ninth edition of Barry J. Babin and William Zikmund's best-selling, Exploring Marketing Research text. Essentials of Marketing Research focuses on students as managers, not practitioners, of marketing research. It addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs, but it is designed specifically for instructors who prefer a more concise introduction to marketing research topics.