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Marketing research : applied insight / Daniel Nunan, David F. Birks, Naresh K. Malhotra.

By:

Malhotra, Naresh K [author.]

Contributor(s):

Material type: Text

TextPublisher: Harlow, England ; New York : Pearson, 2020Edition: Sixth editionDescription: XVII, 951P. : col. ill. ; 28cmContent type:

text

Media type:

computer

Carrier type:

online resource

Subject(s):

Additional physical formats: Print version:: Marketing researchDDC classification:

658.83 23

LOC classification:

HF5415.2

Summary: "Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including updates that reflect the changes and challenges that have impacted the marketing research sector since the fifth edition was published. This includes the ever shifting impact of new technologies, the growth of 'insight' and the shifting role of research ethics, for example, through considering the impact of GDPR. This edition has been significantly updated, with new content, updated cases studies and a major focus on the issues and methods generated by new technologies"-- Provided by publisher.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main Library General Stacks	Non-fiction	658.83 MAR (Browse shelf(Opens below))	Available		MUL24060084

Naresh K. Malhotra is the first named author on earlier editions.

Earlier editions have title: Marketing research : an applied approach.

Includes bibliographical references and index.

"Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including updates that reflect the changes and challenges that have impacted the marketing research sector since the fifth edition was published. This includes the ever shifting impact of new technologies, the growth of 'insight' and the shifting role of research ethics, for example, through considering the impact of GDPR. This edition has been significantly updated, with new content, updated cases studies and a major focus on the issues and methods generated by new technologies"-- Provided by publisher.

Description based on print version record and CIP data provided by publisher; resource not viewed.

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