Essentials of Marketing Research eBook : 9781787644205

Essentials of Marketing Research eBook

Malhotra,N et al
Published by
Pearson United Kingdom
Title type
Please note: You can only purchase up to 2 of this product at a time.

Essentials of Marketing Research offers a balance of contemporary theory, European case material and software to help students to understand and apply the principles of designing and conducting high quality quantitative and qualitative marketing research and to give them the study skills to confidently design all stages of the marketing research process.

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Table of contents
  • Introduction to marketing research
  • 1. Defining marketing research problems.
  • 2. The nature and development of a research design.
  • 3. Using secondary data from internal and external sources 
  • 4. Qualitative research – its nature and approaches
  • 5. Qualitative techniques
  • 6. Qualitative data analysis
  • 7. Survey and quantitative observation techniques
  • 8. Measurements and scaling: fundamentals and techniques
  • 9. Questionnaire design
  • 10. Sampling: fundamentals and techniques
  • 11. Fieldwork and data preparation
  • 12. Frequency distributions, cross tabulation and hypothesis testing
  • 13. Report preparation and presentation
  • 14. International marketing research
Features & benefits


  • Each chapter starts with a statement of objectives
  • Mini-case studies throughout to link theory with practice
  • Each chapter ends with a set of review questions to test understanding of key concepts
  • Combines the brand recognition of Malhotra and Birks with the expertise and recognition of Hemsley-Brown – who has a vast experience of teaching marketing research at all levels
  • Real-life International Marketing Research examples throughout, supplemented by a variety of case types
  • End of chapter treatment of ‘Ethics in Marketing Research’ and ‘Internet and New Technology Applications’
  • End of chapter exercises to test out personal and team development


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