Description
CENGAGE INDIA Mr A South Asian Perspective 2016 Edition by Tracy A. Suter, Brown, Adh
4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today’s learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in India to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.MR, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating the Marketing Research practices to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.Chapter 1 Marketing Research: From Data to Information to ActionChapter 2 The Research Question: Formulation of the ProblemChapter 3 Exploratory, Descriptive, and Causal Research DesignsChapter 4 Collecting Secondary Data from Inside and Outside the OrganizationChapter 5 Collecting Primary Data by ObservationChapter 6 Collecting Primary Data by CommunicationChapter 7 Measurement and ScalingChapter 8 Designing the QuestionnaireChapter 9 Developing the Sampling PlanChapter 10 Data Collection: Enhancing Response Rates while Limiting ErrorsChapter 11 Data Preparation for AnalysisChapter 12 Analysis & Interpretation: Individual Variables IndependentlyChapter 13 Analysis & Interpretation: Multiple Variables SimultaneouslyChapter 14 The Research ReportThe Research ReportEndnotesIndex