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Synopsis
Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
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From the Back Cover
Looking for a concise introduction to Marketing Research? Look no further. Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined, traditional introduction to all the major concepts of the field. He also discusses new developments, particularly in the areas of qualitative data analysis and marketing decisions support systems.
“The simplicity of Proctor’s book differentiates it from other offerings in the marketplace. Many of my overseas students really find it an easy book to access and its straightforward approach is the key here.” Nigel Culkin, The BusinessSchool, Universityof Hertfordshire
Ideal for undergraduates studying marketing research for the first time, MBA students, as well as anyone who seeks a basic understanding of the topic, Essentials of Marketing Research, 4e, strikes an excellent balance between different topics.
New to this Edition!
- New case studies
- Coverage of Internet databases and the use of the Internet
- Increased references to journal articles
“There are many books on Marketing Research, but they rarely cover qualitative data analysis so well. This is one of the key reasons why I chose Proctor as an essential text. I could not manage without this chapter.” Dr. Jane Hemsley-Brown, Schoolof Management, Universityof Surrey
To access additional Learning Resources, including an Instructor’s Manual and Power Point Slides, visit www.pearsoned.co.uk/proctor.
Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in the marketing research industry and is Professor in Marketing at the Chester Business School. He also has authored several books and articles on marketing and management creativity.
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