Essentials of Marketing Research: An Applied Orientation
23 Aug 2007
Pearson Education Australia
Malhotra, Naresh; Hall, John; Shaw, Mike; Oppenheim, Peter
Essentials of Marketing Research, is a lively, practical and concise text, ideal for a one-semester course in marketing research. The book presents marketing research concepts with an applied and managerial orientation. Local and international examples and cases help students’ comprehension of the concepts. All design chapters precede data collection chapters, thereby providing a logical flow to the market research process. Our three Australian authors have extensive experience as teaching academics, researchers and practitioners and significantly contribute to the readability and practicality of the text.