Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques. Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics. Marketing Research has been updated throughout to reflect the way in which marketing research is taught in a European context.
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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.From the Back Cover:
Key Benefit: This text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Key Topics: 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 enormous success of previous editions by being even more current, contemporary, illustrative and user-friendly.
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Descripción Financial TImes Prentice Hall, 1999. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M0139229647
Descripción Financial TImes Prentice Hall, 1999. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P110139229647