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Marketing Research: An Applied Approach (Paperback)

by Naresh Malhotra (Author), David Birks (Author)
4.2 out of 5 stars  See all reviews (4 customer reviews)
RRP: £44.99
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Product details

  • Paperback: 835 pages
  • Publisher: Financial Times/ Prentice Hall; 3 edition (28 Dec 2006)
  • Language English
  • ISBN-10: 0273706896
  • ISBN-13: 978-0273706892
  • Product Dimensions: 26.2 x 19.2 x 3.6 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon.co.uk Sales Rank: 31,166 in Books (See Bestsellers in Books)

    Popular in these categories:

    #4 in  Books > Business, Finance & Law > Sales & Marketing > Research
    #14 in  Books > Reference > Research Methods

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Product Description

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.



From the Back Cover

Get ready to take the plunge…

 

Marketing Research is a very creative area.  In an industry undergoing enormous changes, great opportunities are being created for Marketing Researchers who can use their skills to solve the challenges of today’s dynamic business environment.  This book will help you understand those challenges, build your talents and develop your own original insights.

 

Dive below the surface…

 

The third European edition of Marketing Research: An Applied Approach retains the classic strengths of its past as well as developing many exciting new features.  This established and respected textbook:

 

-         Remains the most applied, comprehensive and authoritative commentary on the subject

-         Balances quantitative and qualitative approaches to the subject

-         Boasts an all-new, visually stunning 4-colour design

-         Includes a CD of the very latest versions of the popular and user-friendly software applications SNAP and XSight, for both quantitative and qualitative researchers

-         Runs a brand new case study throughout each chapter, based on the work of the Marketing Research agency Sports Marketing Surveys.  Project highlights include Formula 1, Rugby League, the Flora London Marathon and Beach Volleyball

-         Features an all-new suite of extensive real-world video case material, along with many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/birks

 

Stay ahead of the competition and reach the finish line first…

 

Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook, enhanced by a CD, video material and valuable online resources, is an essential part of your future success in Marketing Research.

 

Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.

 

Dr David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton. He is the Programme Director for their Marketing Analytics degrees. David teaches quantitative and qualitative marketing research and consumer metrics. He has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4 Reviews
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Average Customer Review
4.2 out of 5 stars (4 customer reviews)
 
 
 
 
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11 of 12 people found the following review helpful:
5.0 out of 5 stars A quality approach to a fascinating subject, 4 April 2003
By I. Wilson "speedpete" - See all my reviews
(REAL NAME)   
This review is from: Marketing Research: An Applied Approach (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

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1 of 1 people found the following review helpful:
5.0 out of 5 stars Marketing Research, 7 Feb 2003
This review is from: Marketing Research: European Edition: An Applied Orientation (Prentice Hall international editions) (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.
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5 of 9 people found the following review helpful:
2.0 out of 5 stars OK for designing questionares, poor at tough techniques, 17 Nov 1997
By A Customer
This review is from: Marketing Research: An Applied Orientation (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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5.0 out of 5 stars good
it is a little bit old but i am satisified with it coz there is no marks in it
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