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Basic marketing research / Naresh K. Malhotra
Harlow : Pearson Education Limited, 2014
670 pages. : color illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.83
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions
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Marketing research : an applied orientation / Naresh K. Malhotra
Harlow, England : Pearson, 2020
882 pages. : color illustrations ; 29 cm.
Ký hiệu phân loại (DDC): 658.83
For undergraduate and graduate courses in marketing research. An applied and practical marketing research text with a do-it-yourself, hands-on approach. This text illustrates the interaction between marketing research decisions and marketing management decisions. It uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies
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