Marketing Research: An Applied Orientation, Global Edition Naresh Malhotra is an English-language textbook focused on marketing research. This book covers the core principles of marketing research with a practical approach, aimed at professionals and students in the field.
The book offers a clear six-step model for conducting marketing research and highlights both qualitative and quantitative methods. The emphasis is on the interaction between marketing research decisions and marketing management. The Global Edition includes up-to-date examples and detailed explanations on the use of SPSS and SAS, making it a valuable reference work within the domain of applied orientation in marketing research.
Relevant topics include market analyses, market research, and sales & marketing within BUSINESS & ECONOMICS. This compact overview supports both professionals and students who want to master the practical application of marketing research.