ISBN 9789351197751,Marketing Research

Marketing Research


Dreamtech Press



Dreamtech Press

Publication Year 2015

ISBN 9789351197751

ISBN-10 9351197751

Paper Back

Number of Pages 264 Pages
Language (English)

Marketing Research

The book starts with an introduction about marketing research and the process involved in performing research. It is followed by a discussion on research design and sampling design with the data collection methods and techniques. The data collection is guided with formulation of questionnaire and development of scales. Process of coding and tabulating of the data with testing the reliability and validity of the scales is elaborated in Chapter 7. Once data is ready for analysis, SPSS (Statistical Package for Social Sciences) is introduced for quantitative analysis. Second part of the book from chapters 7 through 11 brings out the application of SPSS for simple statistical methods.
Chapter 1: Marketing Research
Chapter 2: Marketing Research Process
Chapter 3: Research Design
Chapter 4: Sampling Design
Chapter 5: Data Collection Methods
Chapter 6: Measurement Scaling
Chapter 7: Field Work and Data Preparation
Chapter 8: Introduction to SPSS
Chapter 9: Basic Data Analysis, Basic Data Analysis
Chapter 10: Establishing Hypothesis and Testing
Chapter 11: Determining Association among Variables
Chapter 12: Determining Dependent Independent Relationship
Chapter 13: Decision Making Models
Chapter 14: Data Reduction Techniques
Chapter 15: Brand Positioning Methods

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