Essentials of Marketing Research (English, Paperback, Naresh K. Malhotra)

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world. Features Give students a framework for understanding Essentials of Marketing Research is organized around the well-accepted six-step framework for conducting marketing research, which imparts structure and unifies content.