Marketing Research: An Applied Approach

Malhotra, Naresh K.

ISBN 10: 0273725858 / ISBN 13: 9780273725855

Edité par Pearson Education, 2012

A propos de cet article

N° de réf. du vendeur 36A64_56_0273725858

Détails bibliographiques

• Titre: Marketing Research: An Applied Approach
• Éditeur: Pearson Education
• Date de parution: 2012
• Langue: anglais
• ISBN à 10 chiffres: 0273725858
• ISBN à 13 chiffres: 9780273725855
• Reliure: Couverture souple
• Édition: 4ème Édition
• État de l'article: new

A propos de ce titre

Synopsis

Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:

• diagnose and direct research questions that will support marketing decision making,

• appreciate what excellent research design means,

• utilise data collection techniques; qualitative and quantitative methods and forms of analysis,

• manage the ethical dilemmas and social and cultural issues faced by researchers in today’s global, online world,

• integrate new developments in social media research with traditional marketing research methods.

À propos de l?auteur

Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Peter Willsis the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world’s leading society for the advancement of knowledge in software and technology for research surveys and statistics.