For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasising statistics and formulas. Sensitive to the needs of today-s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
