I have been using Prof. William Zikmund's wonderful textbook, "Exploring Marketing Research," in my undergraduate marketing classes in the US since the early 1980s. When I started teaching "Research Methodolgy" to MBA students in Saudi Arabia some six years ago and discovered that Professor Zikmund has a text on the subject, I adopted that text without hesitation. The book is well written, easy to read and comprehend, and has several examples and very good applications and cases. I give it "A+" and recommend it to other professors and business researchers enthusiastically.