A critique and review on the book

Abedi, Ehsan; Pourmansour, Paria

doi:10.30465/crtls.2023.40731.2574

Document Type : Research

Authors

Ehsan Abedi ¹
Paria Pourmansour ²

¹ Assistant Prof, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

² Ph.D. Candidate, Department of Business Management, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.30465/crtls.2023.40731.2574

Abstract

Managers need information obtained from marketing research to know the needs and demands of customers, market position, technological changes and the extent of competition. Therefore, the marketing research team, with a systematic and objective study, identifies the problems related to marketing and takes steps to solve them.
Considering the importance of marketing research, there are many reference books that have gained legitimacy and acceptance among readers; including the "Marketing Research (An applied Approach)" authored and translated by Dr. Davar Venus, Dr. Abdul Hamid Ebrahimi and Dr. Ahmad Rusta, which has been reprinted fifteen times, and is one of the most important teaching resources for postgraduate studies. For this purpose, in this article, through the descriptive-analytical method and the presentation of evidence and documentation based on the evaluation criteria introduced by the Humanities Texts and Books Review Council, a fair and impartial review of this work has been done from two structural and content points of view and its strengths and improvable points are stated. The results of the investigations show that this work has been able to cover comprehensive content with practical examples in the field of marketing research with a fluent text. On the other hand, not updatingthe topics despite numerous reprints is one of the things that can be improved.

Keywords

Main Subjects

Management and Policy Making

References

Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.‏

Beri, G. C. (2013). Marketing research. Tata McGraw-Hill Education.

Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.

Cutler, P. (2021). Marketing Management, translated by Bahman Faruzandeh, 23rd edition, Tehran: amookhte publishing (in Persian).

Dehdashti Shahrokh, Z., Bahraini-zadeh, M. (2018). Marketing Research, 5th edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

ESOMAR. Global Market Research Report (2018). https://www.esomar.org/knowledge-center/reports-publications.

Ghorbani, A,. Farhat, M., Omran Zadeh, E. (2021). "Designing a Marketing Research Model in Social Networks", New Media Studies, pp. 269-299 (in Persian).

Glen Gamest, Lawrence S. Myers, A. J. Garino (2016). Variance analysis plans: a conceptual and computational approach with SPSS, translated by Valiullah Farzad, Omid Shukri; First edition, Tehran: Roshde Farhang (in Persian).

Kalantari, K. (2015). Data processing and analysis in socio-economic research using SPSS software, Tehran: Farhang Saba (in Persian).

Kimasi, M., Rezaei, N. (2018). Marketing Research Engineering, first edition, current literature (in Persian).

Leavy, P. (Ed.). (2014). The Oxford handbook of qualitative research. Oxford University Press, USA.

Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing Research: An Applied Orientation. Pearson Education Australia.

Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing Research: An Applied Approach. Pearson.

McDaniel Jr, C., & Gates, R. (2018). Marketing research. John Wiley & Sons.

Nunan, D., Malhotra, N. K., & Birks, D. F. (2020). Marketing Research: Applied Insight. Pearson UK.

Ringold, D. J., & Weitz, B. (2007). The American Marketing Association definition of marketing: Moving from lagging to leading indicator. Journal of Public Policy & Marketing, 26(2), 251-260.

Sangadji, S. S. (2021). Book Chapter Manajemen Pemasaran.

Sekaran, U. (2018). Research methods in management, translated by Mohammad Saebi, Mahmoud Shirazi, 18th edition, Tehran: Public Management Education Center (in Persian).

Venus, D., Ebrahimi, A., Rusta, A. (1996). Marketing research (an applied approach), first edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

Venus, D., Ebrahimi, A., Rusta, A. (2008). Marketing research (an applied approach), 9th edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

Venus, D., Ebrahimi, A., Rusta, A. (2011). Marketing research (an applied approach), 4th edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

Venus, D., Ebrahimi, A., Rusta, A. (2014). Marketing research (an applied approach), 14th edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

Venus, D., Ebrahimi, A., Rusta, A. (2016). Marketing research (an applied approach), 15th edition, Tehran: Organization for Studying and Compiling Humanities Books of Universities (in Persian).

Wiid, J., & Diggines, C. (2010). Marketing research. Juta and Company ltd.

Wilson, A. (2018). Marketing Research. Macmillan International Higher Education.

Pizhuhish nāmah-i intiqādī-i mutūn va barnāmah hā-yi ̒ulūm-i insāni (Critical Studies in Texts & Programs of Human Sciences)

A critique and review on the book "Marketing research (an applied approach)"

References

References

Volume 23, Issue 2 - Serial Number 112
August 2023
Pages 179-205

A critique and review on the book "Marketing research (an applied approach)"

References

References

Volume 23, Issue 2 - Serial Number 112August 2023Pages 179-205

Volume 23, Issue 2 - Serial Number 112
August 2023
Pages 179-205