Title: Essentials of Marketing Research: A Hands-On Orientation (1st Edition)
Authors: Naresh K. Malhotra, David F. Birks
Publisher: Pearson
Description:
“Essentials of Marketing Research: A Hands-On Orientation” in its 1st edition, authored by Naresh K. Malhotra and David F. Birks, offers a comprehensive and practical approach to understanding marketing research methods and techniques. This textbook provides students with the essential knowledge and skills needed to conduct effective marketing research in today’s dynamic business environment. Through a hands-on orientation, the book covers key topics such as research design, data collection methods, sampling techniques, data analysis, and interpretation of research findings. With a focus on real-world applications and case studies, students are equipped with the tools and methodologies necessary to solve marketing problems and make informed decisions. The 1st edition incorporates the latest trends and developments in marketing research, ensuring relevance and currency. Whether students are new to marketing research or seeking to enhance their skills, “Essentials of Marketing Research” serves as an invaluable resource for mastering the fundamentals of conducting successful marketing research projects.