Marketing Research: Application-Oriented - (4th Edition)

Author: Narasimha K. Malhotra
Publisher:
Publish Date: 2006-09-01
Features: The author is currently a faculty member at the Dupree College of Management, Georgia Institute of Technology, USA, and is one of the internationally renowned experts in marketing research. This book is one of his major works and has become an extremely popular textbook for marketing research internationally, adopted by over 140 universities in the United States. The book has been translated into 5 languages and published in 4 different English editions tailored to regional characteristics: the North American Edition, the International Edition, the European Edition, and the Australia and New Zealand Edition. It features the following:
- Comprehensive Structure: The book systematically introduces each step of the marketing research process and the various issues to be aware of during practical application.
- Up-to-Date Content: Through continuous revisions and updates, the author strives to reflect the latest trends in international marketing research processes, methods, and applications.
- Practical Methods: The data analysis section provides an in-depth introduction to common statistical methods for analyzing marketing research data, supplemented by corresponding application examples.
Author Bio: Narasimha K. Malhotra is a Distinguished Professor of Practice at the Dupree College of Management, Georgia Institute of Technology (the highest academic title in the Georgia University System). Since 1997, he has been continuously listed in Marquis Who's Who in America. Since 2000, he has been listed in Who's Who in the World. He has served as the president of the Marketing Science Foundation (1996–1998), the director of the Marketing Science Institute (1994–1996), and the chair of the board (1990–1992). He is a distinguished fellow of the Academy of Science and a fellow of the Decision Sciences Institute. He is the associate editor of the Decision Sciences Journal and has served as the editor of the Journal of Healthcare Marketing Abstracts. Additionally, he has served as an editorial board member for 8 academic journals.