Malhotra, Naresh K.

Marketing research : an applied orientation / Naresh K. Malhotra - 6th ed. - Upper Saddle River, NJ : Pearson/Prentice Hall, c2010. - 929 p. : ill ; 28 cm.

Includes bibliographical references and index.

This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.


Marketing research.
Marketing research--Methodology.

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