纳雷希?马尔霍特拉（Naresh K. Malhotra） 佐治亚理工学院国际商务教育与研究中心高级研究员，佐治亚理工学院舍勒商学院校级荣誉退休教授。他自1997年以来连续入选马奎斯《美国名人录》，自2000年以来连续入选《世界名人录》。2005年，他荣获营销科学学会“CUTCOVector杰出营销教育家奖”。2010年，他入选“营销传奇人物”。
他是1986—1995年在JAMS上发表论文最多的学者。1977—2002年在四大顶级营销期刊JMR，JM，JAMS和JCR上发表的论文，他有三项排名前三：在所有四种刊物上发表论文的总数量名列第三；在JMR上发表论文的数量名列第三；在JAMS上发表论文的数量名列第一。
他是美国科学院的杰出院士和美国决策科学学院院士。1996—1998年担任美国营销科学学会基金会主席，1994—1996年担任美国营销科学学会会长，1990—1992年担任理事会主席。
目錄：
ParT 1 Introduction and Early Phases of Marketing research
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
ParT 2 research Design Formulation
Chapter 3 Research Design, Secondary and Syndicated Data
Chapter 4 Qualitative Research
Chapter 5 Survey and Observation
Chapter 6 Experimentation and Causal Research
Chapter 7 Measurement and Scaling
Chapter 8 Questionnaire and Form Design
Chapter 9 Sampling Design and Procedures
ParT 3 Data Collection, analysis, and reporting
Chapter 10 Data Collection and Preparation
Chapter 11 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 12 Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
Chapter 13 Report Preparation and Presentation
Running Case with Real Data and Questionnaire
Comprehensive Critical Thinking Case
Comprehensive Cases with Real Data and Questionnaires
內容試閱：
Teaching marketing research can be a challenging task for instructors and learning the subject can be equally daunting for the students, especially for those taking an introductory course in marketing research. We enable learning by giving a simple, easy to understand exposition of the basic concepts and by adopting a hands-on, do-it-yourself orientation. This first edition is urrent, contemporary, illustrative, and sensitive to the needs of undergraduate students, integrating the Internet, social media and new technologies, international marketing research, and ethics in a pervasive way.
Thanks to your feedback and encouragement, Essentials of Marketing Research: A Hands-On Orientation, first edition, builds on the success of my first four editions of Basic Marketing Research: Integration of Social Media and on the success of the six editions of my book Marketing Research: An Applied Orientation. The latter is the most widely used graduate marketing research title, with more than 150 universities adopting the book in the United States. It has been translated into Chinese, Spanish, Portuguese, Russian, French, Hungarian, Indonesian, and Japanese. In addition to these eight translations, there are several English-language editions, including North American, International, European, Indian, Arabian, and Australian editions. The book is
being used in more than 100 countries. Please accept my personal gratitude and thanks for your support of my marketing research books.
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