Higher Education
Author(s): Rashmi Singh
ISBN: 9789353504298
Edition: 1st
© Year : 2021
Binding: Paperback
Pages: 388
Trim Size : 241 x 181 mm
Marketing Research has grown into a distinct and impactful area. It has developed as a field not merely a subject. It is being used by almost all the business organizations (only the extent of its use depends on the level of business), as it is a great platform for decision making and a tool for revising one's strategy. It has also been a subject of debates and discussions across the world. The enormous growth and importance of Marketing Research as a field of practice and as a body of knowledge have made it a challenging task to comprehend this subject.
This textbook is an attempt to explain the concepts and practices of Marketing Research. Considering the needs of undergraduate, postgraduate and Ph.D. scholars in the field of management, economics, development studies and social sciences, this book explains the topic through theories, cases, and exercises.
CHAPTER 1 Introduction to Marketing Research
CHAPTER 2 Market Research Problem
CHAPTER 3 Research Design Formulation
CHAPTER 4 Introduction of Exploratory Research Design: Based on Secondary Research
CHAPTER 5 Exploratory Research Design: Introduction to Qualitative Research
CHAPTER 6 Descriptive Research Design
CHAPTER 7 Causal Research Design
CHAPTER 8 Measurements and Scaling: Fundamentals and Comparative Scaling
CHAPTER 9 Sampling Methods
CHAPTER 10 Questionnaire and Form Design
CHAPTER 11 Fieldwork
CHAPTER 12 Data Preparation: Introduction to SPSS
CHAPTER 13 Frequency Distribution, Cross-tabulation and Hypothesis Testing
CHAPTER 14 Analysis of Variance and Covariance
CHAPTER 15 Concept of Factor Analysis and Cluster Analysis
CHAPTER 16 Correlation and Regression Analysis
CHAPTER 17 Discriminant Analysis
CHAPTER 18 Marketing Models
CHAPTER 19 Multidimensional Scaling and Conjoint Analysis
CHAPTER 20 Introduction to Structural Equation Modelling
CHAPTER 21 Report Writing
Index
Rashmi Singh
Rashmi Singh is Assistant Professor at School of Commerce, Xavier University, Bhubaneswar, Odisha. She received her doctorate in Management from Indian Institute of Technology Roorkee and has about five years of experience in industry and academics. Dr. Singh has published numerous articles in several international peer reviewed journals.
