Marketing Research An Applied Orientation

Marketing Research: An Applied Orientation by Naresh K Malhotra is a comprehensive guide to understanding the world of marketing research. The book is designed to help readers develop an applied orientation towards marketing research, which means that it focuses on practical applications of research methods and techniques. The book covers a wide range of topics, including research design, data collection, sampling, data analysis, and reporting. It also includes chapters on qualitative research methods, measurement and scaling, and questionnaire design. One of the standout features of this book is its emphasis on real-world examples and case studies. The author uses a variety of examples from different industries and markets to illustrate key concepts and techniques. This makes the book particularly useful for students and practitioners who are looking for practical insights into the world of marketing research. The book has received positive reviews from a variety of sources, with many reviewers praising its clear and concise writing style, as well as its practical approach to res...