Marketing Research: An Applied Orientation with SPSS, Fourth Edition

Rating:
Summary: Only consumer market research, no medical or industrial
Review: 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:
Summary: An excellent textbook for MBA's.
Review: 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.

Rating:
Summary: A thorough and methodical work on Marketing Research
Review: 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:
Summary: OK for designing questionares, poor at tough techniques
Review: The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good.

Rating:
Summary: Marketing Research: An Applied Orientation with SPSS, Fourth
Review: This textbook in question, i.e.,Marketing Research: An Applied Orientation with SPSS, Fourth Edition by Naresh K. Malhotra takes a comprehensive look at both the principles and practices of marketing research, with balanced coverage of qualitative and quantitative material. Very much recommended.