Marketing Research: An applied approach - Softcover

Über die Autorin bzw. den Autor

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having

previously been a member of faculty at Henley Business School, University of Reading. 

Prior to his academic career Dan held senior marketing roles in the financial services and

technology sectors.

Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

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Marketing Research – An Applied Approach

Fifth Edition

Naresh Malhotra  Daniel Nunan  David Birks  

Working as a marketing researcher is an intellectually stimulating, creative and rewarding

career, pushing the boundaries of innovation in many sectors of the economy. Marketing

Research is a comprehensive, authoritative and applied commentary on European marketing

research.

Supporting students in both qualitative and quantitative research methods through:

- Introducing the transactional stages of marketing research of problem definition, developing

approach and design, data collection, analysis and communicating the research findings

- Using Real Research case studies of how companies address specific managerial problems

and implement research, as well as real-life marketing situations and exercises to tackle in

every chapter.

- Applying marketing research to current marketing challenges such as social media, mobile

marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity,

brand equity and management, relationship marketing, creativity and design, and socially

responsible marketing

Marketing Research offers a clear explanation and discussion of concepts, a wealth of European and international case material showing how researchers apply concepts and techniques and integrates with online resources for students and an instructors manual including key discussion points.

The 5^th edition of this book seeks to maintain its position as Europe’s leading marketing research text and has been significantly updated with:

- New chapters on social media and mobile research outlining approaches to gathering data from these  important new channels together with the challenges researchers face when trying to do so

- A dedicated chapter on research ethics, particularly ensuring that researchers are familiar with the new privacy challenges relating to data collection through social media and the emergence of big data

- More than 40 new and updated cases studies to reflect the latest research thinking from leading brands and research companies

- A focus on why topics are studied, as well as the what and

- A major focus on the impact of new technologies upon marketing research and the opportunities they generate for new methods, including topics such as data protection, visual communication techniques , web analytics and the wide availability of of secondary data sets.  

Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook is your essential guide to Marketing Research.

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having

previously been a member of faculty at Henley Business School, University of Reading. 

Prior to his academic career Dan held senior marketing roles in the financial services and

technology sectors.

Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Dr Daniel Nunan is Lecturer in Marketing at Birkbeck, University of London, having previously been a member of faculty at Henley Business School, University of Reading.  Prior to his academic career Dan held senior marketing