About the Book
For undergraduate and graduate courses in marketing research.
An applied and practical marketing research text With a do-it-yourself, hands-on approach,
Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The
7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.
About the Author: About our author
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in 9 volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award.
In an article by Wheatley and Wilson (1987 AMA Educators' Proceedings), Professor Malhotra was ranked number 1 in the country based on articles published in the Journal of Marketing Research (JMR) during 1980 to 1985. He holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number 1 based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number 1 based on publications in JAMS during the 10-year period, 1986 to 1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297).
In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number 1 based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number 1 based on publications in the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005); 396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number 1 based on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia Pacific Journal of Management (2008) 25: 189 to 207. In a landmark study by Ford et al. (2010) examining publications in the top 4 marketing journals [Journal of Marketing, JMR, Journal of Consumer Research, and JAMS] over a 25-year period from 1977 to 2002, Professor Malhotra has 3 top-3 rankings: ranked number 3 based on publications in all the 4 journals combined, ranked number 3 based on publications in JMR, and ranked number 1 based on publications in JAMS.
He has published 10 papers in JMR. He has published more than 140 papers in major refereed journals, including the JMR, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and leading journals in statistics, management science, information systems, and psychology.
In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He is Chairman of the Emerging Markets Conference Board the Lead Program co-chair of the annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foundation, 1996 to 1998, and was president, Academy of Marketing Science, 1994 to 1996, and Chairman, Board of Governors, 1990 to 1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the founding editor-in-chief of Review of Marketing Researchcite>, served as an associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of 8 journals.
Dr. Malhotra has consulted for business, nonprofit and government organizations in the US and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in survey design, data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003.
Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc. This ministry has documented in independent reports more than 1.5 million people praying to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than 36 years and they have 2 grown children, Ruth and Paul.
