Tata McGraw - Hill Education
|Number of Pages
Marketing Research has been written for students of management and marketing research practitioners. The book is divided into three parts. The first part discusses the fundamentals of marketing research, including an overview of the marketing research process, inputs on research methods and design, discussions on a customer-centric approach to questionnaire design, and methods of collecting marketing data.
The second part deals with data analysis, including logistic regression techniques, structural equation modelling, and detailed coverage of multivariate techniques. Each chapter in this part features commands that are used in SSPS Statistics, a software package used for statistical analysis, adding to the value of this book.
Written in an application-oriented manner, Marketing Research uses case studies extensively and features more than thirty cases done in the Indian context.
About Rajendra Nargundkar
Rajendra Nargundkar graduated from Osmania University with a B.E. in electrical engineering.
His other books include Services Marketing and International Marketing.
He received his M.B.A. in marketing from the Indian Institute of Management (IIM), Bangalore, in 1984 and a Ph.D. in management from Clemson University. He was a professor at Kirloskar Institute of Advanced Management Studies from 1995 to 2001, before teaching at IIM-Lucknow and IIM-Kozhikode from 2001 to 2005. He is currently the Senior Dean of Academics at the Institute of Management Technology, Ghaziabad. Dr. Nargundkar has been actively involved in teaching, training, consulting, and research for nearly two decades in India and abroad.