Marketing Research: An Applied Orientation - Couverture souple

Malhotra, Naresh

Couverture souple

ISBN 10 : 0132428016 ISBN 13 : 9780132428019

Editeur : Pearson Education (US), 1996

Synopsis

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 marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.

A propos du livre

Quatrième de couverture

This new edition of Marketing Research: An Applied Approach builds upon Birks?? well received European adaptation of Malhotra??s classic text whilst also drawing on the strengths of Malhotra??s most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

New features include:

• Two new chapters devoted to qualitative research to ensure the student fully understands why and how qualitative research is conducted and the way in which qualitative data can be analysed
• Pioneering coverage of marketing research in an action research context
• Stunning photographs which encapsulate the essence of the subject in a creative way
• A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies

Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

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 a Lecturer in the School of Management at the University of Bath. He teaches marketing research and management research on undergraduate, postgraduate and research degree programmes. He has designed and managed many marketing research projects for financial institutions, researchers, industrial organisations, local authorities and charities.

A Companion Web Site accompanies Marketing Research: An Applied Approach by Naresh K. Malhotra and David F. Birks.

Vist the Companion Web Site at www.booksites.net/malhotra_euro to find valuable learning and teaching material, including:

For Students:

• Weblinks, including links to demo versions of a range of software packages such as SPSS, SNAP and Experian
• Case studies, which are European in focus or relevant globally
• A host of resources - including a proposal document, a questionnaire and an SPSS dataset - from the ongoing, real life, GlobalCash marketing research survey

For Lecturers:

• Very detailed suggested solutions to the end of chapter questions, to the Professional Perspectives questions and to the case study questions which will assist lecturers developing examination papers and markeing schemes
• PowerPoint slides

Quatrième de couverture

�??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:

• New Preface and new chapter on business-to-business (b2b) marketing.
• A CD-Rom containing valuable SNAP and XSight software to enhance your understanding of marketing research.
• Option at www.pearsoned.co.uk/malhotra_euro to match nine full Harvard Business School case studies, complete with teaching notes and accompanying questions to the text.

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

 

Détails de l'édition

• Éditeur: Pearson Education (US)
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0132428016
• ISBN 13: 9780132428019
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 976
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible