- Hardcover: 864 pages
- Publisher: Prentice Hall; 3 edition (30 April 1999)
- Language English
- ISBN-10: 0130830445
- ISBN-13: 978-0130830449
- Product Dimensions: 25.7 x 20.3 x 3.8 cm
- Average Customer Review: 4.2 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 1,574,168 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
'This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.'
Martin Wetzels, Maastricht University
'Malhotra's revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.'
Paul Baines, Middlesex University
--This text refers to an out of print or unavailable edition of this title.Product Description
Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.
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Customer Reviews
Most Helpful Customer Reviews
12 of 13 people found the following review helpful
Format:Paperback
I bought this book so I could learn quickly about Marketing Research and it hasn't disappointed. I have some practical MR experience, but wanted to improve my knowledge. Things I like about it are 1) It is current - recent revisions bring it pretty much right up to date. It deals well with the use of electronic methods of data collection for example (2nd European Edition anyway - that's the one I bought) and the examples and case studies it contains are also relevant. 2) It is comprehensive - it really DOES cover all aspects of Marketing Research. 3) It is (fairly) accessible - for the most part the theories and practices are explained in simple and comprehensible ways, supported with examples and case studies drawn from business. I found the stats area more difficult, but I'm not so experienced in stats, so perhaps that was why. Perseverance, plus a look at Excel on my PC, have yielded some clarity.
Although you CAN read the book from cover to cover, or chapter by chapter, really it is a text book. Each section has clear learning points at the start, and a set of review questions at the end, meaning that if you are a home learner, like me, you can check progress and make sure you have got a grip on the key points of each section. Because of that you can also use it to find particular topics easily - if you need to understand or at least bluff through a specific subject before you meet the boss for example.
You can see the contents yourself so let me just say that Qual and Quant research are dealt with approximately equally - and the Quant area has comprehensive coverage of the statistical side of the subject - often ignored by beginners.
It is a fairly 'heavy' book - not exactly a bodice ripper for a holiday read on the beach - but I would firmly recommend it as an essential text book or for some-one who wants (needs?) to get their head round basic Marketing Research for business or commercial purposes. One last thing - 'Marketing Research' = Market Research applied to Marketing situations.
So get yourself a double espresso and enjoy!
Ian Wilson
1 of 1 people found the following review helpful
Format:Paperback
This is one of the best Marketing Research textbooks available, suitable for post-graduate students. The structure is logical and methods are well explained, covering both qualitative and quantitative approaches. The data analysis chapters are very good, catering for those who only interested in the basic interpretation of data as well as those who want to go one step further.
5 of 9 people found the following review helpful
Format:Hardcover
The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good.
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