Marketing Research An Applied Orientation

This Second Edition of "Marketing Research An Applied Orientation" serves as a comprehensive text tailored for both undergraduate and graduate students in marketing. The book thoroughly reflects current trends in international marketing, ethics, and the critical integration of microcomputers and mainframes into the field of marketing research. Its organizational structure follows a practical six-step framework for conducting marketing research, with dedicated sections covering research design, field work, data preparation and analysis, and the crucial step of preparing reports. Key features include new computer applications and updated examples and cases, alongside helpful chapter summaries, problems and computer exercises, and mnemonic acronyms designed to aid student comprehension. Bound in hardcover. Condition is Good.

• Author: Malhotra, Naresh K.
• Publisher: Prentice Hall
• Year: 1993
• Binding: Hardcover
• Condition: Good
• ISBN: 9780135553503