Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level. This new edition of Marketing Research: An Applied Approach builds upon Birks' well received European adaptation of Malhtora's classic text whilst also drawing on the strengths of Malhotra's most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. - Two new chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted and the way in which qualitative data can be analysed. - Pioneering coverage of marketing research in an action research context. - Stunning photographs which encapsulate the essence of the subject in a creative way. - A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies. - Links, via the companion website, to a range of software packages, incl