Description

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing-research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The seventh edition is even more current, contemporary, illustrative, and sensitive to user needs. New cases on marketing research firms and tools Purple Audacity, IMRB, Qualisys Research considered as standard in the industry. The vignette titled ‘Real Research’ features real companies from a wide range of businesses, both big and small. Decision Research includes scenarios that present a real-life marketing situation and ask the student to assume the role of a consultant and recommend appropriate marketing research and management decisions. Active Research consists of short, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager. Experiential Research exercises allow students to act out the research concepts discussed in the chapter. Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book.

More Details about Marketing Research 7th Edition

General Information  
Author(s)Naresh Malhotra and Satya Bhushan Dash
PublisherPearson India
Edition7
ISBN9789332555693
Pages996
BindingPaperback
LanguageEnglish
Publish YearSeptember 2015