Marketing Research: An Applied Orientation

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9780131257337: Marketing Research: An Applied Orientation

Marketing Research: An Applied Orientation presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly.

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Review:

'This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.'

Martin Wetzels, Maastricht University

'Malhotra's revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.'

Paul Baines, Middlesex University

From the Back Cover:

Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques.

Several significant changes have been made to make it more relevant to a European audience, which include-

the addition of new practitioners perspectives, examples, figures and text to clarify European practice, update technology and present new ideas.
greater coverage of the impact of geodemographics and databases on the marketing research industry.
a new chapter on qualitative research covering focus groups, in-depth interviews, projective techniques and the analysis of qualitative data in more depth. This reflects the widespread and varied use of qualitative research throughout Europe.
addition of a pan-European case throughout the book. Global Cash helps to clarify how marketing research works in practice and draws upon a projects conducted across 20 European countries with the support of 19 leading European business schools.
Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics.
Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, nonprofit, and government organizaions in the United States and abroad.
Dr David Birks is a Lecturer in the School of Management at the University of Bath. He teaches marketing research and management research on undergraduate, taught postgraduate and research degree programmes. David has designed and managed many marketing research projects for financial institutions, retailers, industrial organisations, local authorities and charities.
This book shows much promise and might very well become the [emboldened] European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.
' - Martin Wetzels, Maastricht University
'Based on an original American text that was itself a valuable contribution to any marketing research module, this European perspective is a much improved and highly recommended edition. Combining both easy reading with considerable depth of coverage in the subject areas, it is suitable for both undergraduate and postgraduate students.' - Howard Jackson, Huddersfield University
'Malhotra's revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.' - Paul Baines, Middlesex University

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Naresh K. Malhotra
Published by Prentice Hall College Div (1995)
ISBN 10: 0131257331 ISBN 13: 9780131257337
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Malhotra, Naresh K.
Published by Prentice Hall College Div (1995)
ISBN 10: 0131257331 ISBN 13: 9780131257337
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