Marketing Research 6e; An Applied Orientation

For undergraduate and graduate marketing research courses.

Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.

From 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:

• Two new chapters devoted to qualitative research to ensure the student fully understands why and how qualitative research is conducted and the way in which qualitative data can be analysed
• Pioneering coverage of marketing research in an action research context
• Stunning photographs which encapsulate the essence of the subject in a creative way
• A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies

Marketing Research: An Applied Approach

is aimed at students studying marketing research at undergraduate and postgraduate level.

ISBN : 9780136094234, Author : Malhotra, Publisher : Pearson - 2010, Dimensions : 27.4 x 21.6 x 3.6 cm, Paperback : 864 pages

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