Marketing research : an applied orientation

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Title:

Author:

Malhotra, Naresh K., author.

ISBN:

9780134734842

9781292265636

Personal Author:

Malhotra, Naresh K., author.

Edition:

Seventh edition.

Physical Description:

xxvi, 856 pages : color illustrations ; 29 cm

General Note:

Revised edition of the author's Marketing research, c2010.

Contents:

Introduction and early phases of marketing research -- Research design formula -- Data collection, preparation analysis and reporting.

Abstract:

"With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry" -- Provided by publisher's website.

Subject Term:

Marketing research.

Marketing research -- Methodology.

Copies:

Available:*

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Summary

For undergraduate and graduate courses in marketing research.

An applied and practical marketing research text

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.