Research for marketing decisions
- 5th
- New Delhi PHI Learning Pvt. Ltd. 1998
- xii, 784 p.
Table of content PART I PROBLEM FORMULATION
Marketing research—content and strategy
The tactics of marketing research—planning the research project
marketing research-the value and cost of decision·making information
The tactics of marketing research—research design
PART II TECHNIQUES OF OBTAINING DATE
Information from respondents
Experimentation
Measurement in marketing research—general concepts and instrument design
Measurement and scaling in marketnig research
Sampling procedures in marketing research
Part iii analyzing associative data
The analysis process—basic concepts and analyzing associative data
Multiple and particial regression
Analysis of variance and covariance
PART IV ADVANCED TECHNIQUES IN ANALYZING ASSOCIATIVE DATA
Other techniques for analyzing criterion-predictor association
Factor analysis and clustering methods
Multidimensional scaling and conjoint analysis
PART V SELECTED ACTIVITIES IN MARKETING RESEARCH
Forecasting procedures in marketing research
Brand positioning and market segmentation
Evaluating new marketing strategies
The fifth edition of Research for Marketing Decisions draws on a large canvas than the previous edition. The description of methodological processes is much wider. It includes research design, data collection techniques and measurements. The entire methodology has been streamlined and made considerably simpler.
The emphasis on modern analytical tools like multivariate analysis have been incorporated in the design and conduct of marketing research. Computer program strategies for data analysis are not only described out their results have been interpreted in the context of illustrative marketing problems. Primarily user-oriented the text includes cases listed at the end of five major parts of the book.