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Marketing research : an applied approach / Naresh K. Malhotra, David F. Birks, Peter Wills

Main Author Malhotra, Naresh K. Coauthor Birks, David F.
Wills, Peter
Country Reino Unido. Edition 4th ed Publication Harlow : Pearson, 2012 Description XXIII, 1037 p. : il. ; 27 cm ISBN 978-0-273-72585-5 CDU 658.8
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Item type Current location Call number Status Date due Barcode Item holds Course reserves
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - M Available 427806

Licenciatura em Marketing Fundamentos de Pesquisa de Marketing 1º semestre

Licenciatura em Gestão Fundamentos de Pesquisa de Marketing 2º semestre

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Enhanced descriptions from Syndetics:

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.

Author notes provided by Syndetics

Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Peter Wills is the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world's leading society for the advancement of knowledge in software and technology for research surveys and statistics.

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