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Marketing Research 5th Editionby Naresh Malhotra, Dan Nunan, David Birks

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File type: PDF

File size: 18 MB

Author: by Naresh Malhotra, Dan Nunan, David Birks

Pages: 976 pages

Publisher: Trans-Atlantic Publications, Inc.; 5th edition (June 30, 2017)

Language: English

ISBN-10: 1292103124

ISBN-13: 978-1292103129

Product Dimensions: 10.4 x 1.4 x 7.7 inches

 

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توضیحات

Marketing Research- Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.

Editorial Reviews

Review

Marketing Research- ‘This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.’ Martin Wetzels, Maastricht University ‘Malhotra’s revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.’ Paul Baines, Middlesex University

From the Publisher

Marketing Research- Features & Benefits Two new chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted & the way in which qualitative data can be analysed. Pioneering coverage of marketing research in an action research context. Stunning photographs which encapsulate the essence of the subject in a creative way. A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies. Links, via the companion website, to a range of software packages, including SPSS, SNAP, Experian and MOSAIC, which are accompanied by exercises to encourage familiarisation.


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