Essentials of marketing research

Malhotra, Naresh K.2013

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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.