For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–
Basic Marketing Research: Integration of Social Media and
Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
This text provides a better teaching and learning experience–for you and your students. It will help you to:
• Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
• Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted.
• Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material.
• Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.
Essentials of Marketing Research by Naresh K. Malhotra, David F. Birks and Peter A. Wills
Essentials of Marketing Research presents a clear understanding of the nature, scope and process of marketing research at an introductory level. It equips students with the skills to become confident and highly valuable marketing researchers.
Malhotra, Birks and Wills distil the most important parts of their hugely successful Marketing Research text into this concise but comprehensive new work. Their overview of the relevant scholarship and carefully selected, up-to-date European and international case studies will enable students to apply the principles of marketing research to their own research projects.
A practically orientated text, this book covers the importance of creative thinking, the ethical dilemmas faced by researchers and the impact technology is having on improving research standards. End of chapter exercises, numerous examples and regular tips on how to get the best out of marketing research software help students to conduct qualitative research, design questionnaires, administer surveys, check the integrity of data, and analyse and present findings in a constantly engaging manner.
Used in conjunction with a well-maintained and contemporary website at www.pearsoned.co.uk/malhotra-euro, the book enables students to significantly improve the quality of their marketing research thinking and practice.
This book is perfect for one-semester courses in Marketing Research.
About the authors
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 David F. 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.
Peter A. Wills is the Chairman of Snap Surveys who are based in the UK and the USA. He is a Visiting Fellow at the University of Winchester and the Chair of the Association for Survey Computing, the world’s leading society for the advancement of knowledge in software and technology for research surveys and statistics.
