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Presents a 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 book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.
"synopsis" may belong to another edition of this title.
'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 UniversityFrom the Back Cover:
This new edition of Marketing Research: An Applied Approach builds upon Birks’ well received European adaptation of Malhotra’s classic text whilst also drawing on the strengths of Malhotra’s most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.
New features include:
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, non-profit and government organisations in the United States and around the world.
Dr David F. Birks is a Lecturer in the School of Management at the University of Bath. He teaches marketing research and management research on undergraduate, postgraduate and research degree programmes. He has designed and managed many marketing research projects for financial institutions, researchers, industrial organisations, local authorities and charities.
A Companion Web Site accompanies Marketing Research: An Applied Approach by Naresh K. Malhotra and David F. Birks.
Vist the Companion Web Site at www.booksites.net/malhotra_euro to find valuable learning and teaching material, including:
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Book Description Pearson Education (us), 1996. Paperback. Condition: Good. Fast Dispatch. Expedited UK Delivery Available. Excellent Customer Service. Second edition. Seller Inventory # BBI2559006
Book Description Pearson US Imports & PHIPEs, 1996. Condition: Good. 2nd Revised edition. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP57372317