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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
This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.
Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.
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Customer Reviews
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
Listmania!
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