Essentials of Marketing Research
Description
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This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making.Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the…

Foire aux questions (FAQ)
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With Perlego (The Spotify for Books) you get unlimited access to
more than 250,000 professional and self-development books in one
simple space for one simple price. You can learn on the go with our
mobile app!
This new book offers all the authority of Naresh Malhotra’s
best-selling Marketing Research title combined with lots of
European examples and a clear focus on helping students to
understand how to diagnose and direct research questions that will
support marketing decision making.Beyond this, students will get an
appreciation of what good research design means. Secondary and
primary data collection techniques; qualitative and quantitative
methods and forms of analysis; and conveying the insights from
research findings will give students a clear view of how to make
marketing research work.
The ethical dilemmas faced by researchers, the social and
cultural issues of research created by globalisation and more
powerful forms of communication (e.g. e-communication) will be
addressed.This text aims to present a clear understanding of the
nature, scope and process of marketing research at an introductory
level and to give students the study skills to confidently design
all stages of the marketing research process.
This book is perfect for one semester courses in Marketing
Research.
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