Essentials of Marketing Research: A Hands-On Orientation

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Book details

AuthorMalhotra, Naresh K.
PublisherPearson
Bindingpaperback
PublishedJanuary 10, 2014
EditionFirst Edition
LanguageEnglish
Pages432
ISBN-100137066732
ISBN-139780137066735
Weight1.85 lb
Dimensions
H × W × L		 0.7 in × 8.5 in × 10.8 in

Essentials of Marketing Research: A Hands-On Orientation

$65.76 $187.10
Availability:
In stock
SKU:
0137066732-3
Condition
Condition notes

Used book in very good condition. Pages and cover are intact, with minor wear. Limited notes or highlighting are possible. CDs and access codes may be missing.

About this book

For courses in Marketing Research at two- and four-year colleges and universities and universities emphasizing a nontechnical and non-statistical orientation An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles- Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics...

Read the full description For courses in Marketing Research at two- and four-year colleges and universities and universities emphasizing a nontechnical and non-statistical orientation

An engaging, do-it-yourself approach to marketing research

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles- Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

This text provides a better teaching and learning experience-for you and your students. It will help you to:
- Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
- Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted.
- Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material.
- Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.


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