Marketing Research: An Applied Orientation

by Naresh K. Malhotra

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0136085431
• ISBN13: 9780136085430
• Release Date: July 2009
• Publisher: Pearson
• Length: 944 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.5" x 8.6" x 11.1"

Customer Reviews

Excelen tool for the daily work.

This book is excelent. I have been working few years in a TV marketing area. This book has all the necesary tecniques, with explained examples, to do the research. Assome other reference says, the book is not for begginers, but for people who already understands statistics. Is the must useful book I havefound to apply in my working area.

Excellent for learners and practitioners

Of all the books that I have I read in my 12 year career in MR, this one is the best. The coverage is a bit skewed towards quantitative methods, but it is excellent on that. A must have for those who are new to Mr and can also serve as a good refernce book for practitioners. P.A.Arun

A must in Marketing Research

This book is a must. Prof. Malhotra (University of Georgia, USA) and the other authors of this book know what they are talking about. This book is full of current and recent examples and cases taken from real life that illustrate main concepts. It is written in an easy-to-read style. The main concepts are summarized to the left of the corresponding paragraph. Do not miss the companion website, which provides you with an electronic summary of the chapters as well as the opportunity to take multiple choice exams. I think that there are also videos with the cases presented in the book, but I have not tried them so far. Believe me, this book is really EXCELLENT. If you work or intend to work in Marketing Research, YOU HAVE TO read this book, at least once.

KEEP IT FOR THE REST OF YOUR CARREER!

If you want to continue working on Marketing Research this could be the book would like to have permanently in your bookshelf. It's very complete and provide deep but comprehensive understanding of the subject. It's not for begineers, you are required to have ceetain knoledge of advanced statistics. Excellent for gradauates and seniors. Regards, Viviana

A thorough and methodical work on Marketing Research

The book is extensive. It will serve as a valuable reference for business people who do not specialize in research; but it is a must read for Marketing People.Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.