This new book offers all the authority of Naresh Malhotra's
best-selling Marketing Research title combined with lots of
European examples and a clear focus on helping students to
understand how to diagnose and direct research questions that will
support marketing decision making. Beyond this, students will get
an appreciation of what good research design means. Secondary and
primary data collection techniques; qualitative and quantitative
methods and forms of analysis; and conveying the insights from
research findings will give students a clear view of how to make
marketing research work. The ethical dilemmas faced by researchers,
the social and cultural issues of research created by globalisation
and more powerful forms of communication (e.g. e-communication)
will be addressed. This text aims to present a clear understanding
of the nature, scope and process of marketing research at an
introductory level and to give students the study skills to
confidently design all stages of the marketing research process.
This book is perfect for one semester courses in Marketing
Research.
General
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