Essentials of Marketing Research A Hands-On Orientation (Global Edition) 1e Naresh K. Malhotra, David J. R. Langley, and Arvind Rangarajan

This edition of the book provides an overview of the nature and scope of marketing research. It gives a definition and classification of marketing research, and an overview of the marketing research process. The roles of MIS and DSS are discussed, and international marketing research is covered. The role of social media and ethical considerations are also topics of current relevance.