ISBN 9781259004902,Marketing Research

Marketing Research



Tata McGraw - Hill Education

Publication Year 2013

ISBN 9781259004902

ISBN-10 1259004902


Edition 5th
Number of Pages 648 Pages
Language (English)


The fifth edition of this well known text continues to comprehensively discuss the tools and techniques used for marketing research which facilitates managerial decision-making. With the addition of new cases and a new chapter on Ethical Issues in Marketing Research, this new edition adds further clarity to the process of market research. A better design and coverage makes this edition vital for postgraduate and undergraduate students of management and commerce as well as for the practitioners of marketing research. About the Author G C BERI, Formerly Professor, Head and Dean, Faculty of Management Studies, M S University of Baroda TABLE OF CONTENTS Part One--Introduction And Basic Concepts 1. Introduction 2. Marketing Research Management 3. Value of Information 4. The Research Process 5. Exploratory and Descriptive Research Designs 6. Causal Research Design Part Two-- Data Collection, Sampling And Interviewing 7. Secondary Data 8. Collection of Primary Data 9. Measurement and Scaling 10. Attitude Scales 11. Sampling: Process and Designs 12. Sample Size Decisions 13. Interviewing Part Three--Data Processing Analysis And Reporting 14. Data Processing, Analysis and Estimation 15. Testing Hypotheses 16. Bivariate Analysis 17. Experimental Designs 18. Multivariate Analysis I (Dependence Methods) 19. Multivariate Analysis II (Inter-Dependence Methods) 20. Interpretation and Report Writing Part Four--Selected Applications And Ethical Issues 21. Sales Analysis and Forecasting 22. New Product Development and Test Marketing 23. Advertising Research 24. Market Segmentation and Brand Positioning 25. International Marketing Research 26. Organised Retailing 27. Ethical Issues in Marketing Research