This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators from Asia and the Middle East to contribute new activities and case studies. The sixth edition of Marketing Research: An Applied Orientation is even more current, contemporary, illustrative, and sensitive to us…
The motivation in writing this book was to provide a marketing research text that is comprehensive, practical, applied, managerial, and presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of a marketing research user. It reflects the current trends in international marketing, ethics, and the integration of the Internet and comput…