Marketing Research-himalaya
Objectives and Specific Features of the Book
The main objectives and features associated with writing this text book on Marketing Research are:
- To reiterate the importance of gathering marketing
information to succeed in the competitive world and how this can be used
by an organization to take effective decisions.
- To familiarize
all those interested in marketing research, be it today's students or
tomorrow's managers / researchers with the* various steps involved in
the marketing research process. Such learning will enable them to
appreciate the utility of research and take futuristic decisions in an
efficient manner.
- Usage of simple and easy to understand language throughout the book.
-
Adoption of a macro-micro level approach in the coverage of the various
topics, concepts and discussions pertaining to the field of marketing
research. This will help readers to gain an easy understanding of all
that which goes into a practical oriented research process.
- Most
of the important concepts and variables involved in marketing research
are explained citing real and practical examples to facilitate the link
with actual situations.
- Every chapter commences with a real case discussion relevant to the concepts to be discussed in the chapter.
-
Under 'Chapter questions for Discussion', practical oriented exercises
are given to enable the reader get a realistic feel of the
picture/situation likely to occur while carrying out a study.
- Each
chapter ends with a real case study from the industry and when efforts
are made to seek answers to the-questions provided, the reader will be
able to develop good decision making skills.
Contents :
Part I : Introduction, Decision Support System and Research Design
Chapter 1 : An Introduction to Marketing Research
Chapter 2 : Information, Decision Support System and Marketing Decision Support System
Chapter 3 : Research Design and Marketing Research Process
Part II : Data Collection Methods
Chapter 4 : Sources of Information and Secondary Data Collection
Chapter 5 : Primary Data Collection
Chapter 6 : Sampling, Sealing and Attitude Measurement
Part III : Analyzing Data
Chapter 7 : Editing, Coding and Tabulation of Data
Chapter 8 : Basic Analysis of Data, Cross Tabulation and Hypothesis Testing
Chapter 9 : Tests to Analyse Differences
Chapter 10 : Multivariate Analysis
Part IV : Research Process and Applications of Marketing Research
Chapter 11 : The Research Process
Chapter 12 : Traditional Applications of Marketing Research
Chapter 13 : Popular and Concurrent Application of Marketing Research
Appendices Selected Statistical Tables