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 | | Marketing Research: An Applied Orientation by Naresh Malhotra ISBN-10: 9780130830449 ISBN-10: 0-13-083044-5 ISBN-13: 9780130830449 ISBN-13: 978-0-13-083044-9 Hardcover 1999-03-11 Pearson Education Find Lowest Price |
Editorials | ||
Book Description Marketing Research- An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level. This new edition of Marketing Research- An Applied Approach builds upon Birks' well received European adaptation of Malhtora'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. | ||
Reviews | ||
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 | ||
Only consumer market research, no medical or industrial Good overview book for consumer market research, but weak in the areas of industrial and medical/pharmaceutical market research, where tactics and objectives are much different. Coverage of traditional methods is sound and thorough, and the internet market research techniques tend to stick to the conversions from traditional methods. Viral marketing and monitoring are over-looked, probably because few people call such activities market research. Overall, the book is generally well-written. Two criticisms: With time and budget such a large part of the entire market research field, the book has few numbers in that regard, making it seem less practical than it actually is. Second, the examples start at clearly defined objectives. While it discusses the importance of clear objectives, it conveys it in an academic and simplified manner, not addressing the analytics of turning a vague forecast or planning need into a clear study objective. As a general market research and survey reference, we at Documus give it good marks. | ||
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. | ||
An excellent textbook for MBA's. The book has very methodically explained the various aspects of MR. Problem methodology and questionnaire design has been dealt with exhaustively. Data analysis is also very good. | ||