000			02464nam a22002297a 4500
999			_c8 _d8
005			20211018155909.0
008			190823b ||||| |||| 00| 0 eng d
020			_a9788120307575
082			_a658.83 _bGRE
100			_aGreen, Paul E. _9318
245			_aResearch for marketing decisions
250			_a5th
260			_bPHI Learning Pvt. Ltd. _aNew Delhi _c1998
300			_axii, 784 p.
365			_aINR _b450.00
504			_aTable 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
520			_aThe 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.
650			_aMarketing research _9276
700			_aTull, Donald S _9319
700			_aAlbaum, Gerald _9320
942			_2ddc _cBK