Marketing research

By: Beri, G.C Contributor(s): Kaushik, Arun Kumar | Rahman, Zillur Material type: Text

TextPublication details: Chennai McGraw Hill Education (India) Pvt. Ltd. 2020 Edition: 6thDescription: xvii, 606 pISBN: 9789390177530Subject(s): Marketing researchDDC classification: 658.83 Summary: OVERVIEW This book covers the entire gamut of marketing research by exploring the subject area through text and cases. This thoroughly revised edition includes recent topics, examples and cases to meet the changing curricula requirements of Indian students. Software applications have also been included to ensure adherence to the changing market needs. It is hoped that the book would be useful for practitioners of marketing research as well.

List(s) this item appears in: Marketing | Public Policy & General Management

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Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.83 BER (Browse shelf(Opens below))	1	Available		002524

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Previous	658.83 BEA Handbook of marketing scales: multi-item measures for marketing and consumer behavior research	658.83 BEL Handbook of qualitative research methods in marketing	658.83 BELL Qualitative consumer and marketing research	658.83 BER Marketing research	658.83 BRA Questionnaire design: how to plan, structure and write survey material for effective market research	658.83 BUR Marketing research	658.83 GRE Research for marketing decisions	Next

PART ONE - INTRODUCTION AND BASIC CONCEPTS
Chapter 1: Introduction to Marketing Research
Chapter 2: The Research Process
Chapter 3: Research Designs: Exploratory and Descriptive Research
Chapter 4: Research Designs: Causal Research
Chapter 5: Qualitative Research
PART TWO - DATA COLLECTION AND SAMPLING
Chapter 6: Data Collection: Secondary Data
Chapter 7: Data Collection: Primary Data
Chapter 8: Measurement and Scaling: Fundamentals
Chapter 9: Measurement and Scaling: Comparative & Non-comparative scales
Chapter 10: Sampling: Process and Design
Chapter 11: Sample Size Determination
PART THREE - DATA PROCESSING, ANALYSIS AND REPORTING
Chapter 12: Data Processing, Analysis and Estimation
Chapter 13: Developing and Testing Hypotheses
Chapter 14: Bivariate Analysis
Chapter 15: Experimental Designs
Chapter 16: Dependence Multivariate Analysis
Chapter 17: Interdependence Multivariate Analysis
Chapter 18: Interpretation and Report Writing
PART FOUR - APPLICATIONS AND ETHICAL ISSUES
Chapter 19: Sales Analysis and Forecasting
Chapter 20: New Product Development and Test Marketing
Chapter 21: Advertising Research
Chapter 22: Market Segmentation, Targeting & Brand Positioning
Chapter 23: International Marketing Research
Chapter 24: Organised Retailing
Chapter 25: Ethical Issues in Marketing Research

OVERVIEW
This book covers the entire gamut of marketing research by exploring the subject area through text and cases. This thoroughly revised edition includes recent topics, examples and cases to meet the changing curricula requirements of Indian students. Software applications have also been included to ensure adherence to the changing market needs. It is hoped that the book would be useful for practitioners of marketing research as well.

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