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Marketing Research: An Applied Orientation, 7th Edition" by Naresh K. Malhotra takes a practical, hands-on approach to illustrate the interaction between marketing research decisions and marketing management decisions. Designed for undergraduate and graduate courses in marketing research, this text utilizes a step-by-step framework for conducting marketing research, showcasing both qualitative and quantitative research strategies through various marketing companies.
The 7th Edition provides current, contemporary, and illustrative material tailored to user needs. It places significant emphasis on how to use SPSS and SAS programs, offering marketing research students extensive guidance in this crucial industry skill.
Key features of the 7th Edition include:
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