Essentials of marketing research : a hands-on orientation

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Title:

Author:

Malhotra, Naresh K. author.

ISBN:

9781292060163

Personal Author:

Malhotra, Naresh K. author.

Edition:

Global edition.

Physical Description:

432 pages : color illustrations ; 28 cm.

General Note:

"Authorized adaptation from the United States edition, entitled Essentials of Marketing Research: a Hands-On Orientation, 1st edition, ISBN 978-0-13-706673-5, by Naresh K. Malhotra, published by Pearson Education ©2015"--Title page verso.

Subject Term:

Marketing research.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025766433	658.8 M249E 2015	1	Searching... Unknown

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Summary

For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasising statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.