Marketing Research: An Applied Orientation is a practical guide on the subject of Marketing Research (MR). The book encourages managers or marketers to begin by identifying the MR problem, teaches them how to develop an approach, and goes on to explain the different types of Research Design approaches. The sixth edition of this book features four types of approaches to research - Experiential, Decision, Project and Active. It is especially beneficial for students and budding marketers, as it contains exercises on decision-making, and introduces role-playing activities that are based on real-life situations that readers may encounter in a professional environment. In addition to providing detailed theoretical knowledge and know-how on popular market research software such as SPSS and SAS, the book also has a collection of case studies of companies and their marketing practices. A section is reserved for Data Collection, Preparation, Analysis, and Reporting. This section covers topics such as Correlation and Regression, Report Preparation and Presentation, Multidimensional Scaling and Conjoint Analysis, Fieldwork, and International Marketing Research. The book is a comprehensive guide that details the benefits of MR, various techniques and strategies involved, and how to apply them at the workplace.
About the Author
Naresh K. Malhotra is an award-winning marketing professional, expert, researcher, consultant, and professor living in the United States. He has published many papers on the subject and is recognised by leading publications in the US like Journal of the Academy of Marketing Science (JAMS) and International Marketing Review. Some of his other books include Fundamentals of Marketing Research and Basic Marketing Research: Applications To Contemporary Issues. He also specializes in data analysis and statistical methods. He lives in the Atlanta with his wife and children.
Satyabhushan Dash is a marketing professor, trainer, and consultant. As a researcher, he has published several papers in Indian and international journals. A graduate of the College of Agricultural Engineering and Technology in Orissa, he has also obtained a PhD from the Vinod Gupta School of Management, IIT-Kharagpur. He has worked as a professor at IIM-Lucknow in marketing management, consumer behavior and advanced marketing research. As an author, he has co-authored this book with Professor Malhotra.
| Publisher | Pearson India |
| Publication Year | 2010 |
| ISBN-13 | 9788131731819 |
| ISBN-10 | 8131731812 |
| Language | English |
| Edition | 6thEdition |
| Binding | Paperback |
| Number of Pages | 1000 Pages |
CLICK HERE to Buy Marketing Research : An Applied Orientation (English) 6th Edition (Paperback) by Satyabhushan Dash, Naresh K. Malhotra with special discounts and Options with Cash On Delivery, 30 Days Replacement Guarantee and Free home delivery.
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