: an applied orientation Malhotra, Naresh K. creator author text bibliography nyu New York, NY Pearson 2019 Seventh edition. monographic eng

print

xxvi, 856 pages : illustrations (color) ; 29 cm. For 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. / Naresh K. Malhotra. Includes bibliographical references and index. Marketing research Marketing research Methodology HF5415.2 .M29 2019 9781292265636 2017045383 DLC 171103 20251017152222.0 a26777765 eng