Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques. Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics. Marketing Research has been updated throughout to reflect the way in which marketing research is taught in a European context.
- ISBN10 0139229647
- ISBN13 9780139229640
- Publish Date 5 January 2000
- Publish Status Out of Print
- Out of Print 22 February 2005
- Publish Country US
- Publisher Pearson Education (US)
- Imprint Financial TImes Prentice Hall
- Pages 752
- Language English