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Marketing Research: An Applied Orientation (5th Edition) 5th Edition

9 customer reviews
ISBN-13: 978-0132221177
ISBN-10: 0132221179
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Editorial Reviews

About the Author

Dr. Naresh K. Malhotra is Regents' Professor (Highest Academic Rank in the University System of Georgia), College of Management, Georgia Institute of Technology. He is listed in Marquis Who’s Who in America continuously since 51st Edition 1997, and in Who’s Who in the World since 2000.  He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005

            In an article by Wheatley and Wilson (1987 AMA Educators' Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research during 1980-1985.  He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing.  He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995.  He is also number one based on publications in JAMS during the ten-year period 1986-1995.  In an Editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review from 1992 to 2002.  He is also ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 (Table V, IMR, 22(4) (2005)).

            He has published more than 100 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing, and leading journals in Statistics, Management Science, Information Systems, and Psychology.  In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences.  Several articles have received best paper research awards. 

            He was Chairman, Academy of Marketing Science Foundation, 1996-1998, and was President, Academy of Marketing Science, 1994-1996, and Chairman, Board of Governors, 1990-1992.  He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute.  He is the Founding Editor of Review of Marketing Research and served as an Associate Editor of Decision Sciences for 18 years and has served as Section Editor, Health Care Marketing Abstracts, Journal of Health Care Marketing.  Also, he serves on the Editorial Board of eight (8) journals.

            His book entitled Marketing Research: An Applied Orientation, Fourth Edition, was published by Prentice-Hall, Inc in 2004.  This book has been translated into Chinese, Spanish, Russian, Portuguese, Hungarian, and French.  In addition to the six translations, this book also has several English editions including North American, International, European, and Australia & New Zealand.  The book has received widespread adoption at both the graduate and undergraduate levels with more than 144 schools using it in the USA.  His book, Basic Marketing Research: A Decision-Making Approach, Second Edition, was published by Prentice Hall in 2005.

            Dr. Malhotra has consulted for business, non-profit and government organizations in the USA and abroad and has served as an expert witness in legal and regulatory proceedings.  He has special expertise in data analysis and statistical methods.  He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003.

            Dr. Malhotra is a member and Deacon, First Baptist Church, Atlanta.  He lives in the Atlanta area with his wife Veena, and children Ruth and Paul.

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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: 8.7 x 1.6 x 11.2 inches
  • Shipping Weight: 4.1 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #347,360 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By ose on October 19, 2008
Format: Hardcover
While this book is very comprehensive, it has way too much information that seems like it has been copied verbatim from some marketing brochures. Most of the mini-cases in the book are not very helpful and just add to the bloat.

Also be aware that the SPSS version that comes with the software is slightly outdated, time-limited, and restricted in functionality (e.g. file-size).

If you consider buying this book for the included SPSS version, don't. If you are looking for a good marketing research textbook, try to find something more condensed.
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2 of 2 people found the following review helpful By Saj on July 10, 2008
Format: 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' !
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2 of 2 people found the following review helpful By Arun Panangatt on February 25, 2008
Format: Hardcover
Of all the books that I have I read in my 12 year career in MR, this one is the best. The coverage is a bit skewed towards quantitative methods, but it is excellent on that. A must have for those who are new to Mr and can also serve as a good refernce book for practitioners.

P.A.Arun
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By v anandanpillai on June 2, 2007
Format: Hardcover
An excellent book for those who are new to MR or for those who wants to revisit the concepts. A well organised book with many real time examples and case studies to learn the concepts from.

I consider this book as a "Must have" one for MR field.
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A Kid's Review on October 13, 2008
Format: Hardcover
very good book which enables you to go further in the market research and its applications. I recommand it heavily for students in social sciences ans especially Marketing because it includes some good exemples from real life sitaution.
Christine Amir
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