Marketing Research: European Edition: An Applied Orientation (Prentice Hall international editions)

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9780139229640: Marketing Research: European Edition: An Applied Orientation (Prentice Hall international editions)

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. 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. Marketing Research has been updated throughout to reflect the way in which marketing research is taught in a European context.

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From the Publisher:

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.

About the Author:

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award. Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having previously been a member of faculty at Henley Business School, University of Reading. Prior to his academic career Dan held senior marketing roles in the financial services and technology sectors. Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

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Naresh Malhotra; David Birks
Published by Financial TImes Prentice Hall (1999)
ISBN 10: 0139229647 ISBN 13: 9780139229640
New Paperback Quantity Available: 1
Irish Booksellers
(Rumford, ME, U.S.A.)

Book Description Financial TImes Prentice Hall, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # 0139229647

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