Essentials of Marketing Research
Essentials of Marketing Research
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Summary
Essentials of Marketing Research offers a balance of contemporary theory, European case material and software to help students to understand and apply the principles of designing and conducting high quality quantitative and qualitative marketing research and to give them the study skills to confidently design all stages of the marketing research process.
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Essentials of Marketing Research by Naresh Malhotra
This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work. The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process. This book is perfect for one semester courses in Marketing Research.| SKU | Unavailable |
| ISBN 13 | 9780273724339 |
| ISBN 10 | 0273724339 |
| Title | Essentials of Marketing Research |
| Author | Naresh Malhotra |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 2013-04-11 |
| Number of pages | 496 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |