Description
Marketing Research: An Applied Orientation by Malhotra/Dash is a comprehensive guide to conducting effective marketing research. The book covers all aspects of the research process, from defining the problem and designing the study to collecting and analyzing data and presenting the findings.
The book is unique in its focus on practical, real-world applications of marketing research. It provides numerous case studies and examples to illustrate key concepts and techniques, and includes step-by-step guides to help readers apply these concepts in their own research projects.
The main themes of the book include the importance of research in marketing decision-making, the various methods and techniques used in marketing research, and the ethical considerations involved in conducting research.
Key features of the book include its emphasis on hands-on learning, with numerous exercises and activities to help readers apply the concepts they are learning. It also includes a chapter on online research, reflecting the growing importance of digital technologies in marketing research.
The ...