Marketing Research: A South Asian Perspective

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Marketing Research: A South Asian Perspective

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Marketing Research: A South Asian Perspective is designed to serve as a textbook for a course on Marketing Research for postgraduate students of business management program. This edition has been developed to cover the requirements of Indian curricula. It provides a comprehensive understanding of the marketing research process with a right balance of theory and practice. With a popular use of SPSS in B-schools, step-by-step descriptions along with the liberal exhibits of SPSS screenshots are provided in the book for data analysis tools in the strategic marketing decisions. Indian cases have been added to give the book an Indian flavor which will help students to relate to the subject.Table of Contents: * Part I: Marketing Research, the Research process, and the Problem Definition 1. Marketing Research: An Introduction 2. Approaches to Marketing Intelligence 3. Marketing Research Process and problem Formulation * Part II: Research Design 4. Exploratory Research 5. Descriptive Research 6. Causal Designs * Part III Data Collection: Methods and Forms 7. Data Collection: Primary & Secondary Data 8. Questionnaire Design 9. Attitude Measurement: Comparative Scaling Techniques 10. Attitude Measurement: Non comparative Scaling Methods * Part IV: Sample Design & Sample Size 11. Sampling Procedures 12. Sampling Size Determination 13. Collecting Data: Field procedures and Non sampling Errors * Part V: Data Analysis and Interpretation 14. Data Preparation and Cross Tabulation 15. Data Analysis- Basic Questions 16. Analyzing Differences and Associations 17. Analysis of Variance and Covariance 18. Regression Analysis 19. Discriminant Analysis 20. Factor Analysis 21. Cluster Analysis 22. Multidimensional Scaling 23. Conjoint Analysis * Part VI: The Research Report 24. The Research Report

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Marketing Research: A South Asian Perspective is designed to serve as a textbook for a course on Marketing Research for postgraduate students of business management program. This edition has been developed to cover the requirements of Indian curricula. It provides a comprehensive understanding of the marketing research process with a right balance of theory and practice. With a popular use of SPSS in B-schools, step-by-step descriptions along with the liberal exhibits of SPSS screenshots are provided in the book for data analysis tools in the strategic marketing decisions. Indian cases have been added to give the book an Indian flavor which will help students to relate to the subject.Table of Contents: * Part I: Marketing Research, the Research process, and the Problem Definition 1. Marketing Research: An Introduction 2. Approaches to Marketing Intelligence 3. Marketing Research Process and problem Formulation * Part II: Research Design 4. Exploratory Research 5. Descriptive Research 6. Causal Designs * Part III Data Collection: Methods and Forms 7. Data Collection: Primary & Secondary Data 8. Questionnaire Design 9. Attitude Measurement: Comparative Scaling Techniques 10. Attitude Measurement: Non comparative Scaling Methods * Part IV: Sample Design & Sample Size 11. Sampling Procedures 12. Sampling Size Determination 13. Collecting Data: Field procedures and Non sampling Errors * Part V: Data Analysis and Interpretation 14. Data Preparation and Cross Tabulation 15. Data Analysis- Basic Questions 16. Analyzing Differences and Associations 17. Analysis of Variance and Covariance 18. Regression Analysis 19. Discriminant Analysis 20. Factor Analysis 21. Cluster Analysis 22. Multidimensional Scaling 23. Conjoint Analysis * Part VI: The Research Report 24. The Research Report
Additional Information
Title Marketing Research: A South Asian Perspective Height
Gilbert A. Churchill , Ahmed Ismail Width
ISBN-13 9788131510193 Binding Paperback
ISBN-10 #8131510190 Spine Width
Publisher South Western Educational Publishing Pages 714
Edition 2010 Availability Out Of Stock

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