Description For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.

Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online.

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs. For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs. Interaction between marketing research decisions and marketing management decisions is illustrated through several pedagogical tools, such as: • Real Research: Vignettes featuring real companies that profile a wide range of businesses.

• Active Research: Short, integrated, managerially-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager. • Experiential Research: Hands-on exercises that allow students to act out the research concepts discussed in the chapter.

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• Decision Research: Scenarios that present a real-life marketing situation and ask the student to assume the role of a consultant and recommend appropriate marketing research and management decisions. • Project Research: A real-life project covers all aspects of marketing research and is used as a running example throughout the text. • Live Research: For instructors that would like to implement a marketing research project of their own, this text provides specific implementation steps in each chapter.

• Cases: Several cases have been added containing real data sets. • Video Cases: Carefully written from a marketing research perspective, these cases also include video questions located at the end of each Part. • Harvard Business School Cases: To further show the integration of marketing research with marketing management decisions, this text includes six Harvard Business School cases. • Exercises (Questions, and Problems) • Internet and Computer Exercises • Activities (Role Playing, Fieldwork, and Group Discussions) NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research. The Most Extensive Help Available for Learning SPSS and Excel.