Marketing Research has been written for students of management and marketing research practitioners. The book is divided into three parts. The first part discusses the fundamentals of marketing research, including an overview of the marketing research process, inputs on research methods and design, discussions on a customer-centric approach to questionnaire design, and methods of collecting marketing data. The second part deals with data analysis, including logistic regression techniques, structural equation modelling, and detailed coverage of multivariate techniques. Each chapter in this part features commands that are used in SSPS Statistics, a software package used for statistical analysis, adding to the value of this book. Written in an application-oriented manner, Marketing Research uses case studies extensively and features more than thirty cases done in the Indian context.

More Details about MARKETING RESEARCH 3E

General Information  
PublisherMcGraw Hill
Publish YearJanuary 2008