Basic Marketing Research: Integration of Social Media

by Naresh K. Malhotra

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues -- in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research.

672 pages, Paperback

First published February 15, 2005

Reviews

[Keith Bryan]

Some of this textbook was really interesting, and some of it was about as interesting as watching paint dry. The information was relevant and that was the important part of it. I'm not sorry I've read it.

[Jill Cabahug]

Nyc

[Maliha Khan]

nice