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Marketing research : concepts, practices, and cases

Author: Sunanda Easwaran; Sharmila J Singh
Publisher: Oxford ; New York : Oxford University Press, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Genre/Form: Case studies
Additional Physical Format: Online version:
Easwaran, Sunanda.
Marketing research.
Oxford ; New York : Oxford University Press, 2006
(OCoLC)712595077
Document Type: Book
All Authors / Contributors: Sunanda Easwaran; Sharmila J Singh
ISBN: 9780195676969 0195676963
OCLC Number: 124036365
Description: x, 605 pages : illustrations ; 24 cm
Contents: 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.
Responsibility: Sunanda Easwaran, Sharmila J. Singh.

Abstract:

Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines both the quantitative and qualitative aspects of marketing research, and  Read more...

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