Follow the authors

Marketing Research: An Applied Orientation: United States Edition Hardcover – 11 March 1999

by Naresh K. Malhotra (Author)

16

See all formats and editions

There is a newer edition of this item:

Marketing Research: An Applied Orientation
$456.36
(42)
Only 1 left in stock.

Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.

Report an issue with this product

Print length

864 pages
Language

English
Publisher

Pearson
Publication date

11 March 1999
Dimensions

21 x 3.3 x 26.2 cm
ISBN-10

9780130830449
ISBN-13

978-0130830449
See all details

Product details

ASIN ‏ : ‎ 0130830445
Publisher ‏ : ‎ Pearson; 3rd edition (11 March 1999)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 864 pages
ISBN-10 ‏ : ‎ 9780130830449
ISBN-13 ‏ : ‎ 978-0130830449
Dimensions ‏ : ‎ 21 x 3.3 x 26.2 cm

Customer Reviews:
16

About the authors

Follow authors to get new release updates, plus improved recommendations.

Naresh K. Malhotra
Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.
Discover more of the author’s books, see similar authors, read author blogs, and more
See more on the author's page
Dan Nunan
Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.
Discover more of the author’s books, see similar authors, read author blogs, and more
See more on the author's page

Review this product

Write a customer review

Top reviews from other countries

Viviana Pena

KEEP IT FOR THE REST OF YOUR CARREER!

Reviewed in the United States on 4 October 2005

Verified Purchase

If you want to continue working on Marketing Research this could be the book would like to have permanently in your bookshelf.

It's very complete and provide deep but comprehensive understanding of the subject.

It's not for begineers, you are required to have ceetain knoledge of advanced statistics.

Excellent for gradauates and seniors.

Regards,

Viviana

4 people found this helpful

Ian

A quality approach to a fascinating subject

Reviewed in the United Kingdom on 4 April 2003

Verified Purchase

I bought this book so I could learn quickly about Marketing Research and it hasn't disappointed. I have some practical MR experience, but wanted to improve my knowledge. Things I like about it are 1) It is current - recent revisions bring it pretty much right up to date. It deals well with the use of electronic methods of data collection for example (2nd European Edition anyway - that's the one I bought) and the examples and case studies it contains are also relevant. 2) It is comprehensive - it really DOES cover all aspects of Marketing Research. 3) It is (fairly) accessible - for the most part the theories and practices are explained in simple and comprehensible ways, supported with examples and case studies drawn from business. I found the stats area more difficult, but I'm not so experienced in stats, so perhaps that was why. Perseverance, plus a look at Excel on my PC, have yielded some clarity.
Although you CAN read the book from cover to cover, or chapter by chapter, really it is a text book. Each section has clear learning points at the start, and a set of review questions at the end, meaning that if you are a home learner, like me, you can check progress and make sure you have got a grip on the key points of each section. Because of that you can also use it to find particular topics easily - if you need to understand or at least bluff through a specific subject before you meet the boss for example.
You can see the contents yourself so let me just say that Qual and Quant research are dealt with approximately equally - and the Quant area has comprehensive coverage of the statistical side of the subject - often ignored by beginners.
It is a fairly 'heavy' book - not exactly a bodice ripper for a holiday read on the beach - but I would firmly recommend it as an essential text book or for some-one who wants (needs?) to get their head round basic Marketing Research for business or commercial purposes. One last thing - 'Marketing Research' = Market Research applied to Marketing situations.
So get yourself a double espresso and enjoy!
Ian Wilson

12 people found this helpful

Amazon Customer

Great book with lots of relevant examples

Reviewed in the United Kingdom on 23 January 2016

Verified Purchase

Great book with lots of relevant examples. Delivery was very speedy! Expected it at the end of the month and it arrived the next day over the Christmas period - thank you!

Amazon Customer

Obselete

Reviewed in the United Kingdom on 30 October 2016

Verified Purchase

I made a mistake with the stars. I wanted to put only one. This book was written in 1996, it's largely obsolete

andrew ndlovu

Four Stars

Reviewed in the United Kingdom on 19 February 2015

Verified Purchase

V.good

See more reviews

Image Unavailable

Follow the authors

Marketing Research: An Applied Orientation: United States Edition Hardcover – 11 March 1999

There is a newer edition of this item:

Product details

About the authors

Naresh K. Malhotra

Dan Nunan

Customer reviews

Review this product

Top reviews from Australia

Top reviews from other countries