Basic Marketing Research

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9780131971219: Basic Marketing Research

For undergraduate courses in Marketing Research.

Written from the perspective of users of marketing research, this easy to read and understand text presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet.

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About the Author:

Dr. Naresh K. Malhotra is Regents Professor (Highest Academic Rank in the University System of Georgia), DuPree College of Management, Georgia Institute of Technology. He has been listed continuously in Marquis Who's Who in America since its fifty-first edition in 1997, and in Who's Who in the World since 2000.

In an article by Wheatley and Wilson (1987 AMA Educators Proceedings), Professor Malhotra was ranked the number one researcher in the country, based on articles published in the Journal of Marketing Research from 1980 through 1985. He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995. He is also number one, based on publications in JAMS, during the ten-year period from 1986 through 1995.

He has published more than 85 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing, and leading journals in statistics, management science, and psychology. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards.

He was chairman, Academy of Marketing Science Foundation, 1996-1998, and was president, Academy of Marketing Science, 1994-1996, and chairman, board of governors, 1990-1992. He is a Distinguished Fellow of the Academy, and Fellow, Decision Sciences Institute. He served as an associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. Also, he serves on the editorial board of 8 journals.

His book Marketing Research: An Applied Orientation, Third Edition, was published by Prentice Hall, Inc. An international edition, European edition, and an Australian edition of his book have also been published, and the book has been translated into Spanish, Portuguese, and Hungarian. The book has received widespread adoption at both the graduate and undergraduate levels, with more than 144 schools using it in the United States.

Dr. Malhotra has consulted for business, non-profit, and government organizations in the United States and abroad, and has served as an expert witness in legal and regulatory proceedings. He is the winner of numerous awards and honors for research, teaching, and service to the profession.

Dr. Malhotra is a member and deacon, First Baptist Church, Atlanta. He lives in the Atlanta area with his wife Veena, and children Ruth and Paul.

From the Back Cover:

WHEN STUDENTS SPEAK — WE LISTEN.

When they asked for an accessible undergraduate market research textbook that would help them succeed, we answered — with Basic Marketing Research: Applications to Contemporary Issues. This text was developed with those students in mind. Your students. The ones who want a practical and intelligible perspective on today's critical issues in market research. With current content and powerful learning tools, this text delivers exactly what your students are asking for:

  • Chapter-opening vignettes and questions draw students into each new topic while setting up chapter concepts.
  • Chapter-opening diagrams lay out the big picture. These diagrams illustrate the breakdown of each chapter, the relationships between topics from chapter to chapter, and the connection between the material and the market research process as a whole.
  • Real-life examples show market research in action as managers use it to solve problems and to make decisions.
  • Brief, current cases and video cases bring market research to life. Use them in class, as homework assignments, or on exams.
  • "Internet Applications" illustrate the relationships between the Internet and each step of the marketing research process. "Internet and Computer Exercises" teach students to apply chapter concepts to real-world situations.
  • Simple acronyms included throughout the text help students remember important concepts.
  • Data analysis procedures are illustrated with respect to SPSS, SAS, MINITAB, EXCEL, and other popular programs.
Put the power of real-world software into your students' hands with one of the most frequently used market research packages on the market! Packaged with every text. FINALLY — A MARKET RESEARCH TEXTBOOK WITH YOUR UNDERGRADUATE STUDENTS IN MIND! ACCESSIBLE. INTELLIGIBLE. STUDENT-FRIENDLY. BASIC MARKETING RESEARCH: APPLICATIONS TO CONTEMPORARY ISSUES

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