Marketing Research: An Applied Orientation - Hardcover

Malhotra, Naresh

Hardcover

ISBN 10: 0135553504 ISBN 13: 9780135553503

Publisher: Prentice-Hall, 1992

Synopsis

Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.

This updated edition includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research

In addition 9 Full Harvard Business School Case Studies, complete with teaching notes and accompanying questions are available through our Custom Publishing Programme. Please contact your local Pearson Education Sales Representative to find out more.

About this title

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

“This textbook has several strengths. The first one is that it is the most comprehensive and stringent textbook in marketing research that I have encountered. The students that have used the text agree upon that it is a comprehensive and pedagogically sophisticated text that is a great guide when it comes to thesis writing and reporting.” John Larsson, Jonkoping International Business School, Sweden

Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.

Updates to this revision include:

• New Preface and new chapter on business-to-business (b2b) marketing.
• A CD-Rom containing valuable SNAP and XSight software to enhance your understanding of marketing research.
• Option at www.pearsoned.co.uk/malhotra_euro to match nine full Harvard Business School case studies, complete with teaching notes and accompanying questions to the text.

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 the Projects Manager and Senior Lecturer in Marketing at the Institute for Entrepreneurship, School of Management, University of Southampton. In addition to teaching marketing research and management research he has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.

“The entire text is very clearly structured and takes students very logically through the approaches, concepts, techniques and methods of analysis required for effective marketing research.”

Malcolm Kirkup, University of Birmingham Business School

“The strengths of the book lie in its extremely thorough and comprehensive coverage of techniques. For this, it is an excellent reference book. The use of numerous examples is also an excellent feature, as are the summary sections and references provided. I would not single out any particular chapter or section as especially strong: the quality is consistent throughout.”

David Bennison, Manchester Metropolitan University

 

Edition details

• Publisher: Prentice-Hall
• Publication date: 1992
• Language: English
• ISBN 10: 0135553504
• ISBN 13: 9780135553503
• Binding: Hardcover
• Number of pages: 1200