Marketing Research: An Applied Orientation (5th Edition) [Hardcover]

Naresh K. Malhotra (Author)

Book Description

Publication Date: July 8, 2006 | ISBN-10: 0132221179 | ISBN-13: 978-0132221177 | Edition: 5th

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.

Marketing Research: An Applied Orientation, 5e allows students to actually experience the interaction between marketing research and marketing decision-making.

Editorial Reviews

Review

'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 --This text refers to an out of print or unavailable edition of this title.

From the Publisher

Marketing Research: An Applied Orientation 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 Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly. --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Hardcover: 864 pages
• Publisher: Pearson/Prentice Hall; 5th edition (July 8, 2006)
• Language: English
• ISBN-10: 0132221179
• ISBN-13: 978-0132221177
• Product Dimensions: 10.8 x 8.6 x 1.6 inches
• Shipping Weight: 4.1 pounds
• Average Customer Review: 3.8 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Best Sellers Rank: #615,835 in Books (See Top 100 in Books)
  • #98 in Books > Computers & Technology > Computer Science > Software Engineering > Methodology

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Customer Reviews

Most Helpful Customer Reviews

14 of 17 people found the following review helpful:

5.0 out of 5 stars A thorough and methodical work on Marketing Research, January 8, 2000

By A Customer

This review is from: Marketing Research: An Applied Orientation (Hardcover)

The book is extensive. It will serve as a valuable reference for business people who do not specialize in research; but it is a must read for Marketing People.

Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.

Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.

5 of 6 people found the following review helpful:

2.0 out of 5 stars OK for designing questionares, poor at tough techniques, November 17, 1997

By A Customer

This review is from: Marketing Research: An Applied Orientation (Hardcover)

The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Good Book to Learn Mkt Research, July 10, 2008

By 

Saj (NY) - See all my reviews

This review is from: Marketing Research: An Applied Orientation (5th Edition) (Hardcover)

This is a good book for anyone at the grad level looking to learn the basics of mkt. research. The SPSS CD is useful and I found it to be a great tool, especially when doing complex regression projects. The examples provided are very useful. Though sometimes, some sections, seem drawn out, I enjoyed reading this book.

A definite 'BUY' !