This new edition is aimed at enhancing the utility of the text by widening its coverage and updating its contents, wherever necessary. The book continues to have its useful features like sources of secondary data in India -- relevant to market researchers; sufficient numerical examples to aid students' understanding of the research techniques; case studies to help students apply those research techniques; chapter-end review questions; a comprehensive glossary of terms; chapter-wise bibliography to facilitate further study; and so on.

With its upgraded contents, the book is a must-buy for postgraduate and undergraduate students of management and commerce. Advertising agencies and corporate managers would find it useful.

This book is a mandatory reading for students, researchers, and corporations, whose understanding of marketing complexities will be substantially enhanced

-- University News

A constant attempt is made to relate the techniques to their practical applicability, frequently cautioning the reader on MR's limitations from the conceptualisation to implementation state

-- The Hindu