Publisher's Synopsis
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:
- diagnose and direct research questions that will support marketing decision making,
- appreciate what excellent research design means,
- utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
- manage the ethical dilemmas and social and cultural issues faced by researchers in today?s global, online world,
- integrate new developments in social media research with traditional marketing research methods.
