Marketing research

The world of business is moving more rapidly than ever. The intelligent and thoughtful use of research is critical to keeping pace. Undoubtedly, the most successful people will have a broad base of education, high levels of communication skills, and creative approaches to the opportunities that are racing toward us. It is marvelous when a textbook such as Dr. Malhotra's allows the classroom to become a source of these skills.

This text has already proven its worth as one of the most successful in the field, with well over 140 universities using it in the United States, translation into five languages, and four different English language editions. This text is unsurpassed in presenting the fundamentals that allow you to become researchers and intelligent ulers of research. The real-life examples bring you closer to the world businesspeo-ple face daily. At every step, you can relate to the ongoing "Department Store Project" and to the practical vignettes that bring the educational material to a realistic and practical level. The success in keeping the material at the leading edge of research also can be seen in the integration of modern tools of research such as the Internet, computer analytic software, and the latest management practices.

We at Burke, Inc. are please to be asked to contribute further from our experiences for this fourth edition. We have shared these experiences as well as our philosophies, technical skill, and thoughts about the future of research. This fourth edition of Marketing Research: An Applied Orientation provides the foundation that we believe every student should have. We know you will find the combination of theory, practice, and sound advice to be of great value to you.

Ron Tatham, Ph.D. Chairman, Burke, Inc. Index

Contents

• Introduction and early phases of marketing research
• Research design formulation
• Data collection, preparation, analysis, and reporting

• Appendix
• Notes