Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: * diagnose and direct research questions that will support marketing decision making, * appreciate what excellent research design means, * utilise data collection techniques; qualitative and quantitative methods and forms of analysis, * manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world, * integrate new developments in social media research with traditional marketing research methods.

Book Information
ISBN 9780273725855
Author Naresh K. Malhotra
Format Paperback
Page Count 1080
Imprint Pearson Education Limited
Publisher Pearson Education Limited
Weight(grams) 1910g