Marketing Research: An Applied Approach

0273695304_COVER 26/5/05 4:20 pm Page 1 Marketing Research An Applied Approach Naresh K. Malhotra and David F. Birks “This textbook has several strengths. The first one is that it is the most comprehensive and stringent textbook in marketing research that I have encountered. The students that have used the text agree that it is a comprehensive and pedagogically sophisticated text that is a great guide when it comes to thesis writing and reporting.” John Larsson, Jonkoping International Business School, Sweden Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject. Updates to this revision include: New Preface and new chapter on businessto-business (b2b) marketing. A CD-Rom containing valuable SNAP and XSight software to enhance your understanding of marketing research. Option at www.pearsoned.co.uk/malhotra_euro to match nine full Harvard Business School case studies, complete with teaching notes and accompanying questions, to the text. Dr Naresh K. Malhotra is Regents’ Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world. Dr David F. Birks is the Projects Manager and Senior Lecturer in Marketing at the Institute for Entrepreneurship, School of Management, University of Southampton. In addition to teaching marketing research and management research he has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe. “The strengths of the book lie in its extremely thorough and comprehensive coverage of techniques. For this, it is an excellent reference book. The use of numerous examples is also an excellent feature, as are the summary sections and references provided. I would not single out any particular chapter or section as especially strong: the quality is consistent throughout.” David Bennison, Manchester Metropolitan University An Applied Approach Updated Second European Edition Naresh K. Malhotra David F. Birks Naresh K. Malhotra Malcolm Kirkup, University of Birmingham Business School Updated Second European Edition David F. Birks “The entire text is very clearly structured and takes students very logically through the approaches, concepts, techniques and methods of analysis required for effective marketing research.” Marketing Research An Applied Approach Updated Second European Edition Includes CD-Rom An imprint of Additional student support at www.pearsoned.co.uk/ malhotra_euro www.pearson-books.com Additional student support at www.pearsoned.co.uk/malhotra_euro SNAP and XSight can help you improve your marks! Your purchase of the updated second European edition of Malhotra and Birks, Marketing Research: An Applied Approach, includes a CD-ROM containing valuable SNAP and XSight software demos, to enhance your understanding of quantitative and qualitative aspects of marketing research. Conventional qualitative data analysis software was designed for and used mainly by academic researchers. XSight was designed for marketing researchers by marketing researchers who understood the particular problems faced by their profession. Created by QSR International (whose product NVivo is reviewed in Chapter 9, Qualitative research: data analysis), a qualitative research software company with years of experience in developing solutions to a wide array of research problems, XSight is seen as a breakthrough tool for every q