000			02850cam a22003978i 4500
001			21295723
003			KENaKMTC
005			20231002085415.0
008			191108s2020 enk b 001 0 eng
010			_a 2019049933
020			_a9781292308722 _q(paperback)
020			_z9781292308760 _q(ebook)
020			_z9781292308746 _q(pdf)
040			_aDLC _beng _erda _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415.2 _b.M28 2020
082	0	0	_a658.8/3 _223
100	1		_aMalhotra, Naresh K., _eauthor.
245	1	0	_aMarketing research : _bapplied insight / _cDaniel Nunan, David F. Birks, Naresh K. Malhotra.
250			_aSixth edition.
260			_aHarlow _bPearson _cc2020
263			_a2001
300			_axvii,951p.: _bcol ill.; _c27cm.
500			_aNaresh K. Malhotra is the first named author on earlier editions.
500			_aEarlier editions have title: Marketing research : an applied approach.
504			_aIncludes bibliographical references and index.
520			_a"Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including updates that reflect the changes and challenges that have impacted the marketing research sector since the fifth edition was published. This includes the ever shifting impact of new technologies, the growth of 'insight' and the shifting role of research ethics, for example, through considering the impact of GDPR. This edition has been significantly updated, with new content, updated cases studies and a major focus on the issues and methods generated by new technologies"--
650		0	_aMarketing research.
650		0	_aMarketing research _xMethodology
700	1		_aNunan, Daniel, _eauthor.
700	1		_aBirks, David F., _eauthor.
776	0	8	_iOnline version: _aNaresh K. Malhotra. _tMarketing research _bSixth edition _dHarlow, England ; New York : Pearson, 2020. _z9781292308760 _w(DLC) 2019049934
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK _xLL
999			_c31131 _d31131