Pearson Marketing Research by Naresh K. Malhotra

Marketing Research: An Applied Orientation, 7e,takes a unique applied and managerial orientation that illustrates the interaction between marketing-research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The seventh edition is even more current, contemporary, illustrative, and sensitive to user needs.

Salient Features

• New cases on marketing research firms and toolsPurple Audacity, IMRB, Qualisys Researchconsidered as standard in the industry
• The vignette titled ';Real Research' features real companiesfrom a wide range of businesses, both big and small.
• Decision Researchincludes scenarios that present a real-life marketing situation and ask the student to assume the role of a consultant and recommend appropriate marketing research and management decisions.
• Active Researchconsists ofshort, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager.
• Experiential Research exercises allow students to act out the research concepts discussed in the chapter.
• Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book.