South Asia edition co-authored with Satyabhusan Dash for the Indian subcontinent market. Textually equivalent to the 7th US edition (ISBN 9780134734842) with South Asian business context.
Includes bibliographical references and index. Authors: Naresh K. Malhotra, Georgia Institute of Technology, USA; Satyabhusan Dash, IIM Lucknow, India.
Includes SPSS and SAS program instructions throughout.

A comprehensive applied-orientation textbook for undergraduate and graduate marketing research courses. Covers the complete marketing research process through a practical six-step framework: problem definition, research design formulation, secondary and qualitative data, survey methods, experimentation, measurement, questionnaire design, sampling, data collection, statistical analysis (including regression, factor analysis, cluster analysis, SEM), and report writing. Includes SPSS and SAS guidance throughout. South Asia edition incorporates Indian business cases and context.