L'édition de cet ISBN n'est malheureusement plus disponible.
Afficher les exemplaires de cette édition ISBN�??This textbook has several strengths. The first one is that it is the most comprehensive and stringent textbook in marketing research that I have encountered. The students that have used the text agree upon that it is a comprehensive and pedagogically sophisticated text that is a great guide when it comes to thesis writing and reporting.�?? John Larsson, Jonkoping International Business School, Sweden
Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.
Updates to this revision include:
Dr Naresh K. Malhotra is Regents�?? Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.
Dr David F. Birks is the Projects Manager and Senior Lecturer in Marketing at the Institute for Entrepreneurship, School of Management, University of Southampton. In addition to teaching marketing research and management research he has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.
�??The entire text is very clearly structured and takes students very logically through the approaches, concepts, techniques and methods of analysis required for effective marketing research.�??
Malcolm Kirkup, University of Birmingham Business School
�??The strengths of the book lie in its extremely thorough and comprehensive coverage of techniques. For this, it is an excellent reference book. The use of numerous examples is also an excellent feature, as are the summary sections and references provided. I would not single out any particular chapter or section as especially strong: the quality is consistent throughout.�??
David Bennison, Manchester Metropolitan University
'This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.'
Martin Wetzels, Maastricht University
'Malhotra's revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.'
Paul Baines, Middlesex University
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
Frais de port :
EUR 5,64
De Royaume-Uni vers Etats-Unis
Description du livre Paperback. Etat : Very Good. Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. N° de réf. du vendeur GOR001307216