customer research

Essentials of Marketing Research – A Practical Guide to Informed Decision-Making

Summary of the Book:

Essentials of Marketing Research: A Hands-On Orientation by Naresh K. Malhotra is a comprehensive yet accessible introduction to the principles and application of marketing research. Tailored for students and early professionals, the book balances theoretical foundations with practical execution. It emphasizes a clear, structured approach to designing and conducting marketing research that supports sound business decisions. The content covers both qualitative and quantitative research techniques, illustrating each with up-to-date European and international examples to reflect real-world challenges. The book walks readers through the entire process—from framing the right research questions to collecting and analyzing data, and finally, to presenting actionable insights.