Quick Overview

Authored By Sharma D.D.

Publisher: Sultan Chand & Sons

Publishing Year: 1999

Size: 22.00 x 14.00

ISBN: 81-8054-685-3

MRP: 325.00

Availability: In Stock

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This book provides a down-to-earth description of techniques involved in designing, conducting and applying marketing research to the problems in business organisations.

  • The emphasis is on developing an understanding of the principles and their applications.
  • Case studies on actual Indian market situations have been included.
This book can be used as a textbook by the management students specialising in the area of marketing.

Part I—Principles : Marketing Research — An Overview

  • Problem, Discovery and Formulation
  • Marketing Research Process
  • Scientific Method
  • Research Designs
  • Experimental Research Designs (Experimentation).

Part II—Data Collection : Secondary Data

  • Primary Data Collection
  • Survey Method and its Administration
  • Questionnaire Design
  • Attitude Measurement and Scaling Techniques
  • Observation Method
  • Sampling Techniques
  • Selecting a Sample.

Part III—Data Analysis : Processing of Collected Data

  • Cross Tabulation Data
  • Data Analysis and Interpretation
  • Multivariable Analysis
  • Presentation of Research Findings.

Part IV—Application : Product Research

  • Advertising Research
  • Motivation Research
  • Sales Control Research.

Part V—Miscellaneous Issues : Ethical Issues in Marketing Research

  • Future of Marketing Research
  • Cases and Tables.

ISBN13: 978-81-8054-685-3

Weight: 470.00

Edition: 2nd Revised Edition

Language: English

Title Code: 224

Author

Authored By : Sharma D.D.
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