📘 Book Review — "Marketing Research: An Applied Orientation" by Naresh K. Malhotra

 

📘 Book Review — "Marketing Research: An Applied Orientation" by Naresh K. Malhotra

🔍 Why This Book?

Naresh K. Malhotra’s Marketing Research: An Applied Orientation is widely considered one of the most authoritative and comprehensive textbooks on marketing and social research. Whether you're a research student, an academic, or a practitioner in business or social sciences, this book offers deep insight into the “how” and “why” of research.

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📖 Book Overview

Title: Marketing Research: An Applied Orientation

Author: Naresh K. Malhotra

Edition: Typically 6th or 7th edition used in academics

Publisher: Pearson

Length: ~900 pages

Ideal for: MBA students, PhD scholars, and research-driven professionals in marketing, business, and social sciences

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🧠 What Makes It Special?

✅ 1. Application-Focused Approach

Malhotra doesn’t just discuss theory — he teaches you how to apply research methods in real-world contexts. Each chapter integrates actual marketing examples, case studies, and fieldwork experiences.

✅ 2. Clear Coverage of Research Process

The book carefully walks through the entire research cycle:

Problem Definition

Research Design

Measurement & Scaling

Questionnaire Design

Sampling

Data Collection

Data Preparation

Analysis & Reporting

Each phase is explained with clarity and depth, accompanied by flowcharts, visuals, and step-by-step guides.

✅ 3. Quantitative + Qualitative Balance

Unlike many books that lean heavily toward statistics, Malhotra gives equal importance to qualitative research, including:

Depth Interviews

Focus Groups

Projective Techniques

Ethnography

✅ 4. SPSS Integration & Data Analysis

The book includes guidance on SPSS and Excel-based analysis, a rare and helpful feature for beginners who fear statistics.

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📌 Key Takeaways

Topic	Insight
Problem Formulation	Emphasizes correct problem definition as the foundation of good research.
Research Design	Breaks down exploratory, descriptive, and causal designs with real examples.
Scaling Techniques	Thorough discussion on Likert, Semantic Differential, and Stapel scales.
Sampling Methods	Clarifies when to use probability vs non-probability sampling.
Multivariate Analysis	Introduces techniques like regression, factor analysis, and cluster analysis in a beginner-friendly way.

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    Easy to follow with realistic examples 

    Exercises, cases, and SPSS tutorials  

    Detailed guidance on report writing 

    Widely adopted by top universities 

    Excellent for project/thesis preparation

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📚 Who Should Read This?

MBA and PGDM students

PhD scholars beginning their methodology training

Research consultants and project evaluators

Faculty members teaching research methods

NGO/social science workers managing field research

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🧾 Suggested Companion Tools

IBM SPSS Statistics

Excel for data entry

Zotero or Mendeley for citation management

Saunders' Research Methods for Business Students (for supplementary reading)

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🏁 Final Verdict

"Marketing Research: An Applied Orientation" is not just a book — it's a mentor in print."

It simplifies the complexities of research and brings confidence to early-stage scholars. A must-have for every serious researcher in business or social sciences.