DR RAJENDRA NARGUNDKAR,
Director, PES School of Management, Bangalore
ISBN: 0070528055 Copyright year: 2003
Table of Contents
Part I: FUNDAMENTALS OF MARKETING RESEARCH
1. Introduction, Evolution, and Emerging Issues
2. The Marketing Research Process—An Overview
3. Research Methods and Design—Additional Inputs
4. Questionnaire Design: A Customer-centric Approach
5. Sampling Methods—Theory and Practice
6. Field Procedures
7. Planning the Data Analysis PART II: DATA ANALYSIS
8. Simple Tabulation and Cross-tabulation
9. Anova and the Design of Experiments
10. Correlation and Regression: Explaining Association and Causation
11. discriminant analysis for classification and prediction
12. Factor Analysis for Data Reduction
13. Cluster Analysis for Market Segmentation
14. multidimensional scaling for brand positioning
15. Conjoint Analysis for Product Design
16. Attribute-based Perceptual Mapping Using Discriminant Analysis (APMDA) PART III: APPENDICES
1. Industrial Marketing Research
2. careers in marketing research
Detailed Table of Contents
(69.0K)
2003
Tata McGraw-Hill