Marketing Research: An Applied Orientation and SPSS 14.0 Student CD (5th Edition) (Hardcover)

by Naresh Malhotra (Author)

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.

Product Description
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.

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Product Details

• Hardcover: 864 pages
• Publisher: Prentice Hall; 5 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 (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars See all reviews (14 customer reviews)
• Amazon.com Sales Rank: #259,522 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

13 of 16 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 5 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:

5.0 out of 5 stars Excellent for learners and practitioners, February 25, 2008

By	Arun Panangatt "Arun" (Dubai) - See all my reviews

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