Marketing research

Naresh K. Malhotra

An applied orientation

Traditional roles are changing. Marketing researchers are becoming more involved in decision making, where-as marketing managers are becoming more involved with research. This shift in the marketing research paradigm was captured in the previous editions of Marketing Research: An Applied Orientation and receives even greater emphasis in this third edition. The marketing research principles are illustrated with real-life managerial situations to enable marketing researchers to appreciate the decision making contexts in which research is conducted. These principles are presented in a simple way to help marketing managers understand how to conduct research so as to add value to decision making. Burke, Inc., featured extensively in the book,
also shares this philosophy.

Marketing Research: An Applied Orientation, Third Edition, includes pervasive emphasis on international marketing research, ethics in marketing research, and the Internet and computers. The data analysis features five software packages: SPSS, SAS, BMDP, Minitab, and Excel.

ISBN 9780130131621
uit 1999 third edition
763 pagina’s
Afmetingen: 20.5 x 25.5 x 3.3 cm
Uitgever: Prentice Hall International

Boek heeft wat gebruikerssporen vooral aan de buitenkant, zie ook foto’s