Review of Marketing Research

Review of Marketing Research

by Naresh K. Malhotra
     
 
Malhotra (marketing, Georgia Institute of Technology) assembles seven chapters concerning marketing research using a variety of theories and data—survey, qualitative, experimental, ethnographic, and secondary. Featuring longer articles than those in journals, the volume centers on consumer action and reviews literature in the field, theories and methodologies,

Overview

Malhotra (marketing, Georgia Institute of Technology) assembles seven chapters concerning marketing research using a variety of theories and data—survey, qualitative, experimental, ethnographic, and secondary. Featuring longer articles than those in journals, the volume centers on consumer action and reviews literature in the field, theories and methodologies, new trends and concepts, and proposes future ideas. Contributors, who are business, management, and marketing scholars from US and Singapore universities, provide thoughts on information processing, forecasting and misforecasting, the internet and information searching, categorization, technology adoption and usage, marketing metrics, and hierarchical linear modeling. Annotation ©2006 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9781781907603
Publisher:
Emerald Group Publishing Limited
Publication date:
07/28/2013
Pages:
291
Product dimensions:
6.20(w) x 9.10(h) x 0.90(d)

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