Essentials of marketing research / by Naresh K. Malhotra, David Birks, Peter Wills.
By: Malhotra, Naresh K [author.]
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Contributor(s): Birks, David F [author.] | Wills, Peter [author.].
Material type: 
BookPublisher: Harlow : Pearson, 2013Description: xiv, 479 pages : illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780273724339.Subject(s): Marketing research | Business & Management | Market research | Business and ManagementDDC classification: 658.83 MAL Summary: This book offers all the authority of Naresh Malhotra's best-selling 'Marketing Research' title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| 2 hour loan | MTU Kerry North Campus Library Desk Loan | 658.83 MAL (Browse shelf(Opens below)) | Available | 38888000849038 | ||
| General lending | MTU Kerry North Campus Library First Floor Main | 658.83 MAL (Browse shelf(Opens below)) | Checked out | 21/05/2026 | 38888000849020 |
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| 658.56 INT ISO 9001:2015(E) Quality management systems - requirements. | 658.8 ROG Marketing : an introduction for students in Ireland / | 658.83 MAL Marketing research : an applied orientation / | 658.83 MAL Essentials of marketing research / | 658.8342 SCH Consumer behaviour : a European outlook/ | 658.839415 DOM Marketing research in Ireland : theory and practice / | 658.848 CAT International marketing / |
Enhanced descriptions from Syndetics:
This new book offers all the authority of Naresh Malhotra's best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.
The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process.
This book is perfect for one semester courses in Marketing Research.
Formerly CIP. Uk
Includes index and bibliograpical references.
This book offers all the authority of Naresh Malhotra's best-selling 'Marketing Research' title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.