About Product
The book shows the sequential steps involved in the conduct of marketing research with numerous illustrations drawn from Indian market. It will help management students and executives how to prepare research brief, formulate suitable design, construct questionnaire, choose appropriate data analysis technique(s) and communicate findings in a given situation.The book is essentially application oriented. Emphasis has been laid on how skillful handling of secondary sources of data can yield valuable information about business trends. It has indicated availability of many such secondary data sources in India. Also, qualitative research and various scaling techniques have been explained with live examples from Indian market. Different applications and interpretation of perceptual maps derived from multidimensional scaling techniques would enrich the vision of marketing research practitioners. Extensive discussion on the utility of several multivariate techniques and non-parametric tests in marketing studies stand out as the unique features of the book. It shows proper use of statistical tests by indicating the linkage between the assumptions of various statistical tests and marketing data. Also, to sharpen the perspectives of the reader the book offers a discussion on some marketing research studies conducted by the author.
Tags:
Marketing;
Applications;
