Market Research (Second Edition)

Author: Naresh K. Malhotra
Publisher:
Publish Date: 1998-08-01
Features: This market research (photocopy edition) is well-structured and systematic, with content that is easy to understand and practical. It emphasizes both the theoretical framework of market research and its practical applications. It equally focuses on qualitative research and quantitative analysis, and provides a comprehensive demonstration of statistical methods and the application of computers in modern market research. The book uses numerous pictures, graphs, tables, and examples to illustrate basic concepts. It is suitable as a textbook for undergraduate and graduate students in business administration departments of universities, as well as a training material or reference book for business professionals.