01538cam a2200265 i 4500001001000000003000600010005001700016008004100033010001700074020001800091035002200109040008000131041000800211042000800219050002400227100003200251245007200283250002100355260003600376300005500412504005100467520069400518650002301212650003701235a26777765SIRSI20251017152222.0171103s2019    nyua     b    001 0 eng    a  2017045383  a9781292265636  a(OCoLC)1010602750  aDLCbengerdacDLCdOCLCOdOCLCFdYDXdBDXdYDXdOCLCOdP4AdUKMGBdUtOrBLW  aeng  apcc00aHF5415.2b.M29 2019  aMalhotra, Naresh K.eauthor10aMarketing researchb: an applied orientationc/ Naresh K. Malhotra.  aSeventh edition.  aNew York, NY :bPearson,c2019.  axxvi, 856 pages :billustrations (color) ;c29 cm.  aIncludes bibliographical references and index.  aFor undergraduate and graduate courses in marketing research.

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry. 0aMarketing research 0aMarketing research xMethodology