Marketing research : an applied orientation /
Malhotra, Naresh K.
Marketing research : an applied orientation / Naresh K. Malhotra, Georgia Institute of Technology. - Seventh edition, Global edition - xxvi, 882 pages : illustrations ; 29 cm
Revised edition of the author's Marketing research, c2010.
Includes bibliographical references and index.
Introduction and early phases of marketing research -- Research design formula -- Data collection, preparation analysis and reporting.
This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.
9781292265636 (paperback)
Marketing research--Methodology.
Marketing research.
HF5415.2 / MAL
Marketing research : an applied orientation / Naresh K. Malhotra, Georgia Institute of Technology. - Seventh edition, Global edition - xxvi, 882 pages : illustrations ; 29 cm
Revised edition of the author's Marketing research, c2010.
Includes bibliographical references and index.
Introduction and early phases of marketing research -- Research design formula -- Data collection, preparation analysis and reporting.
This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.
9781292265636 (paperback)
Marketing research--Methodology.
Marketing research.
HF5415.2 / MAL