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Title: Marketing Research: An Applied Orientation by Naresh K. Malhotra, Ronald L. Tatham ISBN: 0-13-083044-5 Publisher: Prentice Hall Pub. Date: 11 March, 1999 Format: Hardcover Volumes: 1 List Price(USD): $101.33

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Average Customer Rating: 4 (4 reviews)

Rating: 4
Summary: Only consumer market research, no medical or industrial
Comment: Good overview book for consumer market research, but weak in the areas of industrial and medical/pharmaceutical market research, where tactics and objectives are much different.

Coverage of traditional methods is sound and thorough, and the internet market research techniques tend to stick to the conversions from traditional methods. Viral marketing and monitoring are over-looked, probably because few people call such activities market research. Overall, the book is generally well-written.

Two criticisms: With time and budget such a large part of the entire market research field, the book has few numbers in that regard, making it seem less practical than it actually is. Second, the examples start at clearly defined objectives. While it discusses the importance of clear objectives, it conveys it in an academic and simplified manner, not addressing the analytics of turning a vague forecast or planning need into a clear study objective.

As a general market research and survey reference, we at Documus give it good marks.

Rating: 5
Summary: A thorough and methodical work on Marketing Research
Comment: The book is extensive. It will serve as a valuable reference for business people who do not specialize in research; but it is a must read for Marketing People.

Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.

Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.

Rating: 5
Summary: An excellent textbook for MBA's.
Comment: The book has very methodically explained the various aspects of MR. Problem methodology and questionnaire design has been dealt with exhaustively. Data analysis is also very good.

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