A critique and review on the book

Abedi, Ehsan; Pourmansour, Paria

doi:10.30465/crtls.2023.40731.2574

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

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

Marketing research

book structure

literary editing

scientific principles of referencing

educational aspects of the work

Authentic sources

logical coherence analysis of book parts

Subjects

Management and Policy Making

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