This exciting new book provides a unique blend of concepts and industry practices in Marketing Research. More than 30 cases -- all from Indian companies -- which illustrate the book would help in understanding even the most complex multivariate analytical techniques in a lucid manner.

With its reader-friendly style, the book demystifies the subject. Students who were wary of Marketing Research because of manual computations, will be surprised at the ease of computerised analysis. It is extremely contemporary, and discusses only computer-based analytical methods. This feature makes it very suitable for today’s computer-savvy students, besides making it more managerial than technical.

The book provides extensive illustrations based on the use of SPSS statistical package for the beginner (including chapter-end appendices containing the SPSS commands required to get the outputs of all multivariate techniques discussed), and can help the reader become a proficient marketing researcher, sound in theory and practice.

The organisation of the contents makes the book equally useful for both basic and advanced courses in Marketing Research. It is indispensable for students of management and marketing and a valuable reference source for young professionals.