Marketing Research
An Applied Approach
Description:... "This textbook has several strengths. The first one is that it is the most comprehensive and stringent textbook in marketing research that I have encountered. The students that have used the text agree upon that it is a comprehensive and pedagogically sophisticated text that is a great guide when it comes to thesis writing and reporting."--John Larsson, Jonkoping International Business School, Sweden. Written for students studying market research at both undergraduate and postgraduate levels, "Marketing Research: An Applied Approach" provides a comprehensive and authoritative commentary on this increasingly important subject. Updates to this revision include: new Preface and new chapter on business-to-business (b2b) marketing; and a CD-ROM containing valuable SNAP and XSight software to enhance your understanding of marketing research. Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world. Dr David F.
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