TY  - BOOK
AU  - Malhotra, Naresh K.
TI  - Marketing research: : an applied orientation
SN  - 9781292265636
AV  - HF5415.2 .M29 2019
PY  - 2019///
CY  - New York, NY
PB  - Pearson
KW  - Marketing research
KW  - Methodology
N1  - Includes bibliographical references and index
N2  - 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
ER  -