Marketing Research

Marketing Research

4.24 (37 ratings by Goodreads)
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Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:diagnose and direct research questions that will support marketing decision making, appreciate what excellent research design means, utilise data collection techniques; qualitative and quantitative methods and forms of analysis, manage the ethical dilemmas and social and cultural issues faced by researchers in today s global, online world, integrate new developments in social media research with traditional marketing research more

Product details

  • Paperback | 1080 pages
  • 194 x 266 x 40mm | 1,900.54g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • 4th edition
  • 0273725858
  • 9780273725855
  • 748,055

Table of contents

1. Introduction to marketing research2. Defining the marketing research problem and developing a research approach3. Research design4. Secondary data collection and analysis5. Internal secondary data and the use of databases6. Qualitative research: its nature and approaches7. Qualitative research: focus group discussions8. Qualitative research: in-depth interviewing and projective techniques9. Qualittiave research: data analysis10. Survey and quantitative observation techniques11. Causal research design: experimentation12. Measurement and scaling: fundamentals, comparative and non-comparative scaling13. Questionnaire design14. Sampling: design and procedures15. Sampling: final and initial sample size determination16. Survey fieldwork17. Data integrity18. Frequency distribution, cross-tabulation and hypothesis testing19. Analysis of variance and covariance20. Correlation and regression21. Discriminant and logit analysis22. Factor analysis23. Cluster analysis24. Multidimensional scaling and conjoint analysis25. Structural equation modelling and path analysis26. Report preparation and presentation27. International marketing research28. Business-to-business (b2b) marketing researchshow more

About Naresh K. Malhotra

Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research. Peter Willsis the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world s leading society for the advancement of knowledge in software and technology for research surveys and more

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37 ratings
4.24 out of 5 stars
5 49% (18)
4 32% (12)
3 14% (5)
2 5% (2)
1 0% (0)
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