Essentials of marketing research 3rd edition new york mcgraw hill irwin

A classic!

"Essentials of Marketing Research" by Naresh K. Malhotra, 3rd edition, published by McGraw-Hill Irwin (New York) in 2007.

Here's a brief summary of the book:

Overview

This textbook provides an introduction to marketing research, covering the fundamental concepts, principles, and techniques used in the field. The book is designed for undergraduate and graduate students in marketing, business, and related fields.

Key Features

  1. Comprehensive coverage: The book covers all aspects of marketing research, including the research process, data collection methods, data analysis, and interpretation of results.
  2. Practical approach: The author uses real-world examples and case studies to illustrate key concepts, making the book more engaging and relevant to students.
  3. Emphasis on ethics: The book highlights the importance of ethics in marketing research, including issues related to data collection, analysis, and reporting.
  4. Up-to-date: The 3rd edition includes recent developments in marketing research, such as the use of online surveys, social media, and big data analytics.

Chapter Outline

The book is divided into 14 chapters, covering topics such as:

  1. Introduction to Marketing Research
  2. The Research Process
  3. Defining the Research Problem
  4. Data Collection Methods
  5. Data Analysis and Interpretation
  6. Survey Research
  7. Experimental Research
  8. Observational Research
  9. Content Analysis
  10. Online Research Methods
  11. Marketing Research Ethics
  12. Marketing Research Applications
  13. Marketing Research and the Internet
  14. Future Directions in Marketing Research

Target Audience

The book is designed for students in marketing, business, and related fields, as well as professionals seeking to understand the basics of marketing research.

Reviews

The book has received positive reviews from both students and instructors, praising its clear and concise writing style, practical examples, and comprehensive coverage of marketing research topics.

Overall, "Essentials of Marketing Research" is a valuable resource for anyone looking to gain a solid understanding of marketing research principles and practices.