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Marketing research : concepts, practices, and cases
"Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research and addresses its utility for both the researcher and the end user. It provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies."--BOOK JACKET
Pt. 1. Introduction to Marketing Research 1. Nature and Scope of Marketing Research 2. The Role of Research in Marketing 3. Practical Tips for Researchers Pt. 2. Planning for Marketing Research 4. Stages in Planning Marketing Research 5. Types of Research 6. Types and Sources of Data 7. Experimentation 8. Interview Techniques 9. Sampling 10. Designing Questionnaires and Interview Guides 11. Building Attitude Exploration into Questionnaires Pt. 3. Implementing Research: Quantitative Surveys 12. Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis 13. Specific Techniques for Analysis of Data 14. Computer Based Techniques of Data Analysis Pt. 4. Qualitative Research and its Implementation 15. Qualitative Research 16. Qualitative Research Methodology 17. Analysis and Interpretation of Qualitative Research Data Pt. 5. Getting Meaning Out of Data and its Application 18. Report Writing and Presentation 19. Interpretation of Marketing Research Reports 20. Applications of Marketing Research
/ Sunanda Easwaran, and Sharmila J. Singh