Marketing Research: An Applied Approach

Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques. Several significant changes have been made to make it more relevant to a European audience, which include: the addition of new practitioners' perspectives, examples, figures and text to clarify European practice, update technology and present new ideas ; greater coverage of the impact of geodemographics and databases on the marketing research industry ; a new chapter on qualitative research covering focus groups, in-depth interviews, projective techniques and the analysis of qualitative data in more depth. This reflects the widespread and varied use of qualitative research throughout Europe ; addition of a pan-European case throughout the book. Global Cash helps to clarify how marketing research works in practice and draws upon a project conducted across 20 European countries with the support of 19 leading European business schools. Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics.